Quaker Oats to Rebrand Aunt Jemima



Source: AP
131-year old Breakfast brand Aunt Jemima is removing its logo and will be rebranded, according to the TODAY show.
Quaker Oats announced they will remove the image of Aunt Jemima from its packaging starting at the end of this year, following calls the image perpetuates a racist stereotype.
A name change will happen at a later date, TODAY reports.
“As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations,” Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a statement.
“We recognize Aunt Jemima’s origins are based on a racial stereotype. While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”
“We are starting by removing the image and changing the name. We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry,” Kroepfl said.