The company revealed its branding Tuesday about eight months after saying it would change the name and image of Aunt Jemima over the racial stereotypes it said the name evokes. The updated name, Pearl Milling Company, might be new to customers, the company said in a statement but noted that the name has been associated with the company for over 130 years because it uses a pearl milling technique to make its product.
The previous imagery and name “do not reflect our core value,” the company said, noting that the product will remain the same.
The Aunt Jemima brand “updated its image over the years in a manner intended to remove racial stereotypes that dated back to the brand origins,” according to a statement from PepsiCo. “In June 2020, the company announced it was transitioning from the Aunt Jemima name and likeness on packaging and pledged a $5 million commitment to support the Black community.”
Pearl Milling Company is expected to announce the details of a $1 million commitment to empower and uplift women of color, according to PepsiCo, and that pledge is separate from PepsiCo’s $400 million, five-year investment in the black community.
Several other companies, including Uncle Ben’s rice, and businesses have either renamed or scrapped emblems, logos, or branding deemed to be racially insensitive or glorifying stereotypes over the past year or so. The impetus behind the push coincided with the nationwide protests following the death of George Floyd.
Other groups or businesses that changed their name or branding include the Washington Football Team, formerly known as the Redskins, musical groups “The Chicks” and “Lady A.” Other food products such as Cream of Wheat, Mrs. Butterworth’s, and Dreyer’s Grand Ice Cream, which announced it was dropping the brand “Eskimo Pie,” did the same.
Author: Mike Brest
Source: Washington Examiner: Aunt Jemima reveals new name