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Aunt Jemima brand retired due to racial stereotype

June 18th, 2020 | Tags:
A box of Aunt Jemima pancake mix sits on a stovetop Wednesday, June 17, 2020, in Harrison, New York. Photo: AP/Courtney Dittmar
AP

NEW YORK, USA— Quaker Oats is retiring the 131-year-old Aunt Jemima brand, saying the company recognises the character’s origins are “based on a racial stereotype.”

Just hours later, the owner of the Uncle Ben’s brand of rice says the brand will “evolve” in response to concerns about racial stereotyping.

Quaker, which is owned by PepsiCo, said it’s overhauled pancake mix and syrup will hit shelves by the fourth quarter of 2020. The company will announce the new name at a later date.

“We recognise Aunt Jemima’s origins are based on a racial stereotype,” said Kristin Kroepfl of Quaker Foods North America.

“While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realise those changes are not enough.”

The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times, but the brand could not shake its history of racial stereotypes and connections to slavery.

By 1989, Aunt Jemima had lost weight, abandoned her kerchief and looked more like a typical modern housewife. But the image and brand tweaks over the years were apparently not enough.

“The reputation of that brand, now more than 130 years old, was built on a racial and cultural stereotype that is widely regarded as offensive,” said James O’Rourke, professor of management at the University of Notre Dame’s Mendoza College of Business.

“Brand managers have been aware of that for years and have tried, largely through incremental updates to the character’s image on the packaging, to modernise how she is seen. The headscarf is gone, they’ve added a lace collar, pearl earrings. But the effect, because of the name, is the same.”

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