Quaker Oaks has announced they are retiring the Aunt Jemima brand and logo, citing that the brand was based on a racial stereotype.
“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,” Quaker Oats, which is owned by Pepsi, said in a statement.
CNN Business reports the brand was derived from the song “Old Aunt Jemima,” which was based on a minstrel show performer and was sang by slaves. The origin story placed on their website states the logo and brand is based on a storyteller, cook, and missionary worker named Nancy Green, but omitted that she was born into slavery.
The new logo and brand name for their breakfast items will come in the fall. Aunt Jemima was purchased by Quaker Oats in 1926, followed by Pepsi buying Quaker in 2001.
In addition tothe conclusion of the brand, Aunt Jemima will donate $5 million to “create meaningful, ongoing support and engagement in the Black community” in the next five years.
