NATIONWIDE – The well-known syrup and pancake mix brand, Aunt Jemina, will work to overhaul its image and branding after nearly 131 years.


What You Need To Know


  • PepsiCo, Quaker Oats released statements regarding backlash

  • 2015 New York Times opinion piece defines image as 'mammy'

  • Aunt Jemima began trending on Twitter amid racial equality demands

  • Changed design in 1989 to reflect more respectable image

According to multiple sources, PepsiCo, the parent company of Quaker Oats and Quaker Oats itself, released statements referencing backlash over the image of the black woman pictured on the product.

“We recognize Aunt Jemima’s origins are based on a racial stereotype.” Quaker Oats North America Chief Marketing Officer Kristin Kroepfl said in the statement, according to CNN Business. “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.”

Aunt Jemima began trending on Twitter late Tuesday night, amid several weeks of protests in response to the death of George Floyd and a call for racial equality. Many tweets referenced the image of Aunt Jemima as a former slave, and therefore, racially insensitive.

“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, according to AdWeek. “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.”

According to CNN Business, Aunt Jemima's appearance has evolved over time.The brand's origin and logo was based off the song "Old Aunt Jemima" from a minstrel show performer and reportedly sung by slaves. The company's website said the logo started in 1890 and was based on Nancy Green, a "storyteller, cook and missionary worker." It fails to mention Green was born into slavery.

This is not the first time the company was pushed to change the logo. In an opinion piece published in the New York Times in 2015, Cornell University professor Riché Richardson said the logo was "very much linked to Southern racism."

Richardson said the Aunt Jemima logo was based on a "’mammy,’ a devoted and submissive servant who eagerly nurtured the children of her white master and mistress while neglecting her own."

The company also ran ads with actresses personifying the mammy stereotype for several decades.

The logo has evolved over the years, as the head scarf was removed and pearl earrings and a lace collar were added in 1989. Gladys Knight was also added as a spokeswoman in the 1990s.

Today, the brand acknowledges itself as "warmth, nourishment and trust — qualities you'll find in loving moms from diverse backgrounds who want the very best for their families."

CNN Business also reported that the Aunt Jemima brand will donate $5 million over the next five years "create meaningful, ongoing support and engagement in the Black community." Earlier this week, Pepsi announced a $400 million set of initiatives to support the black community.