Company Forced To Terminate Iconic Food Character

Say goodbye to Aunt Jemima, the syrup and pancake mix will be getting a new name and a new image according to Quaker Oats. The breakfast food company has said that, “Aunt Jemima’s origins are based on a racial stereotype.”

“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 press release. “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.”

Kroepfl said that Quaker Oats is working on “updating” the brand to be “appropriate and respectful.” Over the past 130 year history of the Aunt Jemima brand the company has changed the image of the of their character however, critics have said that the changes are not sufficient. 

Riche Richardson, an associate professor at Cornell University said that Aunt Jemima is “a retrograde image of Black womanhood on store shelves. It’s an image that harkens back to the antebellum plantation … Aunt Jemima is that kind of stereotype is premised on this idea of Black inferiority and otherness.”

Aunt Jemima is another brand that has fallen to increased criticism amid the protests and riots fueled by the death of George Floyd in Minneapolis.

Also to fall victim was the intolerant (sarcasm) kids show “Paw Patrol” because one of the dogs was a police officer. Lego pulled first responder kits and their White House kit, the top cable weekend show Live PD was canceled, HBO temporarily pulled “Gone With the Wind” only to bring it back with a disclaimer.

Companies across the country are virtue signaling by dumping tons of money into Black Lives Matter in hopes to appease the mob so their brand doesn’t get destroyed by social justice warriors.

Wall Street Journal