![]() ![]() Within hours of the announcement, the Mars food company announced it would do away with the brand name and logo for Uncle Ben’s rice, eventually rebranding itself as Ben’s Original.Ĭonagra-owned syrup maker Mrs. News of Aunt Jemima’s rebranding in June started a domino effect among food brands with racist or otherwise controversial mascots. “Quaker worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind,” the company said. PepsiCo said it conducted extensive market research to come up with its new brand name. “While the Aunt Jemima brand was updated over the years in a manner intended to remove racial stereotypes, it has not progressed enough to appropriately reflect the dignity, respect and warmth that we stand for today.” “This name is a nod to where our delicious products began before becoming a family-favorite breakfast staple,” PepsiCo said of its new Pearl Milling Company branding. ![]() The new logo’s red, white and yellow color scheme matches the colors that were used on Aunt Jemima’s packaging. The new Pearl Milling Company brand logo replaces the Aunt Jemima image with what appears to be a 19th century watermill, where flour was ground at the time. Rutt named the original company after “Old Aunt Jemima,” an 1875 song from a minstrel show that featured performers in blackface who wore aprons and bandana headbands. The Pearl Milling Company was the late- 19th-century business that created the original ready-made pancake mix, according to PepsiCo. Butterworth’s - to announce redesigns as protests against systemic racism erupted across the United States this past summer. Aunt Jemima was one of several food brands - including Uncle Ben’s, Cream of Wheat and Mrs. The new brand is scheduled to launch in June, one year after the company announced the change. ![]()
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