TerryP
Staff
PepsiCo, the parent company of Quaker Oats, said the Aunt Jemima brand name and imagery is coming to an end, it announced Wednesday.
Media outlets, including AdAge and AdWeek, reported that the name and imagery on the 131-year-old brand of pancake syrup and mix will change, though it’s not yet known to what.
“We are starting by removing the image and changing the name,” said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, in a statement. “We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
The change will be phased in, with the imagery discontinued for Aunt Jemima packaging in the last three months of 2020, followed by the change to whatever brand name and imagery takes its place, Ad Age said.
Media outlets, including AdAge and AdWeek, reported that the name and imagery on the 131-year-old brand of pancake syrup and mix will change, though it’s not yet known to what.
“We are starting by removing the image and changing the name,” said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, in a statement. “We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
The change will be phased in, with the imagery discontinued for Aunt Jemima packaging in the last three months of 2020, followed by the change to whatever brand name and imagery takes its place, Ad Age said.
Aunt Jemima brand retired due to racial stereotype; Uncle Ben’s will ‘evolve'
Quaker Oats is retiring the 131-year-old Aunt Jemima brand, saying the company recognizes the character’s origins are “based on a racial stereotype.”
www.live5news.com