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Aunt Jemima Will Rebrand After Accusations Of Rasim

The Aunt Jemima brand of syrup and pancake mix will get a new name and image, Quaker Oats announced Wednesday, saying the company recognizes that “Aunt Jemima’s origins are based on a racial stereotype.” The 130-year-old brand features a Black woman named Aunt Jemima, who was originally dressed as a minstrel character. The picture has changed over time, and in recent years Quaker removed the “mammy” kerchief from the character to blunt growing criticism that the brand perpetuated a racist stereotype that dated to the days of slavery. But Quaker said removing the image and name is part of an effort by the company “to make progress toward racial equality.” The new packaging will begin to appear in the fall of 2020, and a new name will be announced at a later date. The company will also donate at least $5 million “to create meaningful, ongoing support and engagement in the Black community.”


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