The Aunt Jemima brand is finally getting a new name and logo as Quaker Oats makes a statement.
The Aunt Jemima brand has been successful in America and across the globe, becoming synonymous with pancakes and syrup. However, its origins are based on a racist stereotype and the logo reinforces that. As we continue to fight for change and equality, Quaker Oats has announced that the brand’s name and logo will officially change.
“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,” said a Quaker Oats spokesperson to CNN Business.
The brand is based off an old song, “Old Aunt Jemima,” which was reportedly sung by slaves. The company was based on Nancy Green, who is described as a “cook, storyteller, and missionary worker.” What Quaker fails to state is that Green was born into slavery.
“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,” continued Quaker in a statement.
The new name and logo are set to debut in the Fall. They have not yet been announced.
In addition to the brand changes, the former Aunt Jemima brand will donate $5 million over the next half-decade to “create meaningful, ongoing support and engagement in the Black community.”