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Home » Quaker Oats to Remove Aunt Jemima Image from Packaging and Rename Brand

Capitol Communicator reports Quaker Oats will remove the controversial image of Aunt Jemima from its product line starting at the end of 2020, and a name change will happen at a later date,

Quaker Oats to Remove Aunt Jemima Image from Packaging and Rename Brand

by | Jun 17, 2020

Quaker Oats will remove the controversial image of Aunt Jemima from its line of maple syrups, pancake mixes and other foods starting at the end of 2020, and a name change will happen at a later date, reports Yahoo! News.

“We recognize Aunt Jemima’s origins are based on a racial stereotype,” Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a statement to NBC News. “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.”

According to Yahoo! news, “Quaker Oats, a subsidiary of PepsiCo, owns the Aunt Jemima brand, which has been around for more than 130 years. The logo features an image of a smiling Black woman that has been criticized for years for depicting a racist stereotype dating back to slavery. The company has made changes to soften the image over the years, including removing the character’s kerchief.”

“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today,” Kroepfl said.

Image: popsugar.com

 

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Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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