Aunt Jemima Rebranding Incites Outrage

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After PepsiCo announced on February 9th that its pancake and syrup brand Aunt Jemima will be renamed Pearl Milling Company, the response on social media was mostly negative. The reasons people are unhappy with the name change vary, but some people on Twitter said they thought the new name was even more racist.
According to the recently updated Aunt Jemima website, the name "Pearl Milling Company" refers to the mill in Missouri where the self-rising pancake mix that became known as Aunt Jemima was first made. Aunt Jemima's face was replaced with an image of the old mill. The colors and lettering on the new packaging are similar to the old. The old-timey feel of the product remains, without, as the New York Times put it, the racist imagery that was based on a 19th-century minstrel song that evoked nostalgia for slavery and the antebellum South. Quaker Oats had announced in June that it would change Aunt Jemima's name, in the wake of the killing of George Floyd by Minneapolis police and nationwide protests calling for racial justice. The company stated in June 2020:
"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."
In a February 2021 corporate statement about the decision to rebrand as Pearl Milling Company, PepsiCo said it consulted with customers, employees, "cultural and subject-matter experts," and "diverse agency partners" to make sure they were being inclusive in their rebranding.
Among many others on Twitter, Wild 'n Out's Karlous Miller was not impressed, tweeting:
"I'm not buying it."
When another user replied that the new name seemed, quote, "more racist than the first one," Vas of the Minnesota artists' collective Velvet Rasputin followed up with:
"It doesn't seem more racist, it is."
Some threads in the Twitter conversation leveled their criticism at the new name itself. For some, the name "Pearl" evoked a racist image similar to Aunt Jemima, with one user writing:
"Pearl still sound racist, they gotta change it again."
According to the Aunt Jemima website, the word "pearl" refers to a particular way of grinding grain into flour that was used at the mill.
If Twitter accurately reflects the broader base of people who buy pancake mix and syrup, then the main problem with Aunt Jemima's new name is that many people don't feel any connection to it. Some expressed distrust that the corporate leaders at Quaker Oats and PepsiCo really had good intentions. One Twitter user commented:
"Maybe they should ask blk folks if we were ok with the name before changing it. This shows there's no POC helping make those decisions."
In their statement, PepsiCo announced plans to donate $1 million to nonprofit organizations working to empower Black women and girls. Meanwhile, the soft drink and snack food giant says it is investing $400 million over the next five years in Black businesses and communities. PepsiCo says it will also strive to "increase Black representation" at the company.
Aunt Jemima's name change backfired in yet another way. Some people suggested that a Black woman's image on the syrup and pancake mix was empowering or at least relatable. Still others on Twitter were prepared to switch brands after the announcement that Aunt Jemima would soon be known as Pearl Milling Company. One person wrote:
"Looks like we'll be buying Mrs. Butterworth's from now on."
The only problem is, the makers of Aunt Jemima aren't the only ones who announced name changes last year. The company that owns Uncle Ben's rice also announced that it would be reviewing its branding.
Meanwhile, Conagra Brands stepped up to say they would review the branding of their Mrs. Butterworth's syrup, too. Even though the grandmotherly mascot is a bottle shape rather than a logo, some have linked its appearance to harmful racial stereotypes, according to USA Today.
#AuntJemima #Branding #Logo
Read Full Article: www.mashed.com/331520/the-real-reason-people-are-unhappy-with-aunt-jemimas-new-name/

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  • What do you think about the rebrand?

    MashedMashed16 օր առաջ
    • badly done ,,, the images of characters or things, or murals, etc are reminders for the next generations that no matter the color, race, religion ,, many can be EXAMPLES OF OVERCOMING ,, VERY INTELLIGENT ,, good now with the Internet we will always know that it was WOMAN OF COLOR ...

      susana jaramillosusana jaramillo6 ժամ առաջ
    • It was unnecessary

      Laura LiamLaura Liam21 ժամ առաջ
    • @Scotty Smartt Scientist agree that humanity is getting dumber tho. Not sure that's the argument you want to go with lol

      Peter GriffinPeter Griffin3 օր առաջ
    • Ask a college kid twenty years from now, why should they care about pancake syrup? Nobody will give a shit. Sorry Nancy green, you will be forgotten to history just like the rest of us.

      Scotty SmarttScotty Smartt3 օր առաջ
    • She was the first black female millionaire. To take her likeness off the bottle is racist and I won't buy the syrup.

      dave4708dave47086 օր առաջ
  • The only thing twitter is representative of is the worst of society hiding behind a keyboard and anonymity. The only way they would ever taste the syrup is if their parents bought it for them. If your only joy in life is destruction ..... it's time to get a job and STFU.

    Stavros KStavros K57 րոպե առաջ
  • Liberals just don’t want to see a successful black woman

    Android 13Android 134 ժամ առաջ
  • I wish liberals cared enough about us black people to ask our opinions.

    technomewmewtechnomewmew4 ժամ առաջ
  • All types of discrimination even about people's sexuality needs to stop

    Shawn StoudtShawn Stoudt10 ժամ առաջ
  • Why not call it Aunt Nancy Green?

    Refined GentlemanRefined GentlemanՕր առաջ
  • its funny how some WHITE people dont find it racist When they never been black before smh.

    James StewartJames StewartՕր առաջ
  • Chef Boy-Ar-Dee and Little Debbie are both white so they are safe from the SJWs.

    Donald ReynoldsDonald ReynoldsՕր առաջ
  • Bring back my Aunt Jamima! I miss her. I grew up with her. I think of these great people that represent love and home cooking and fine food. Pearl milling, what a joke, won't be any in my house!

    Cindy MeyerCindy Meyer2 օր առաջ
  • THEY WILL LOSE A BUNCH OF CUSTOMERS FOR THIS...REMEMBER!!! THE ONLY REASON THESE COMPANIES BECOME SO SUCCESSFUL, AND THEY FORGET, IS BECAUSE OF US....

    Karen GoodmanKaren Goodman2 օր առաջ
  • I guess nationwide riots are as good as any other reason to change your branding.

    othridgerunnerothridgerunner2 օր առաջ
  • Man people need to get a life!!! Soooo stupid!!!

    Thomas BlalockThomas Blalock2 օր առաջ
  • Pepsi co is racist. i will no longer purchase pepsi

    Jani BegJani Beg2 օր առաջ
  • I will not purchase anything from the Pearl Milling Company.

    Icarus AmericaIcarus America2 օր առաջ
  • All these corporate and public "geniuses" are really stupid. What a complete waste of time, energy and money! Who would buy that artificial stuff anyway? It's crap.

    W. E. GARRARDW. E. GARRARD3 օր առաջ
  • Who’s next Tapatío ? ...

    Josue OrdazJosue Ordaz3 օր առաջ
  • Better start putting Kenny loggins face over James Brown's face on his album covers. Less offensive.

    McCosmic DjMcCosmic Dj4 օր առաջ
  • All the people who feared the picture of her : WOOHOO

    Jeffrey DaBoiJeffrey DaBoi4 օր առաջ
  • Pearl Milling Company? Sounds like a new tampon company

    Winchester ForeverWinchester Forever4 օր առաջ
  • Not buying that garbage. The people want Aunt Jemima back!

    ANDY!ANDY!5 օր առաջ
  • I hope somebody eventually buys twitter just to shut it down. Twitter ruins everything.

    Garrett BischoffGarrett Bischoff5 օր առաջ
  • i knew that when the aunt Jemima bottle was on the table it meant a nice hot delicious breakfast and nothing more. sure don't see anyone protesting Cracker Jacks.

    mike gordonmike gordon5 օր առաջ
  • If people are up in arms about Aunt Jemima, then um..what about this restaurant chain called "Cracker Barrel"?

    MoviesRapidShows90'sMoviesRapidShows90's5 օր առաջ
  • They should have grown a pair and told twitter users to Go to hell when they wanted it changed in the first place........Twitter users do nothing but look for things to be offended out of nothing..

    Pete391Pete3916 օր առաջ
  • What happened to my post? I said nothing wrong, thought I was being very conservative. Guess the truth no longer matters.

    Donna MalloryDonna Mallory6 օր առաջ
  • Jemima is the Biblical Name of a daughter of Job. Another reason the name is not accepted by the pagan leaders of the usa.

    Barbara WhiteBarbara White7 օր առաջ
  • I will buy Log cabin from now on....

    christopho7christopho77 օր առաջ
  • will never buy again unless stays original....

    christopho7christopho77 օր առաջ
  • Ppl r just RIDICULOUS! Back n the 80s ppl complained about Aunt Jemima being a mammy caricature with a scarf. So the company went and gave her a perm. Rappers rapped about Aunt Jemima with her perm & ppl now took the angle of well she's a black person forced 2 conform 2 the corporate aesthetic. Now they remove Aunt Jemima completely & these so-called woke black ppl r now saying they won't buy it & this caricature that they criticized not being on a box is RACIST. 🙄🤦🏿‍♀️

    1 Mean N.Y.er!1 Mean N.Y.er!7 օր առաջ
  • And you know buttersworth is a fatty lol

    Jimmy RohanJimmy Rohan8 օր առաջ
  • The mill picture reminds me of a black women working in a mill as a pearl miner. Lol. They made it worse! Hilarious , just shows how they don’t care.

    Jimmy RohanJimmy Rohan8 օր առաջ
  • The mill just reminds me of the racism the blacks had to work as slaves to make syrup in those mills.

    Jimmy RohanJimmy Rohan8 օր առաջ
  • If aunt genima is racist than the kernel Sanders KFC needs to be changed. Because having a white man as a chicken slave is offensive to me.

    Jimmy RohanJimmy Rohan8 օր առաջ
  • MRS BUTTERWORTH IS A MAMMIE DAMN DOLL???...or show me a picture of the meemaw she repp'n?

    TigerlillyTigerlilly8 օր առաջ
  • they lying about that "pearl" is a milling technique Liars ✋

    TigerlillyTigerlilly8 օր առաջ
  • Was Pearl Milling the woman who decided to PUT THE MAMMIE logo on the FIRST DAMN BOTTLE, DADUQ????

    TigerlillyTigerlilly8 օր առաջ
  • Looks like aunt jemima is working for the pear milling company plantation now....

    jeff34 34jeff34 348 օր առաջ
  • Why are all of these companies pandering to the 'woke' crowd?

    AwesomenessAwesomeness9 օր առաջ
  • Time for me to find another pancake brand to buy. Not buying this crap now

    Ryan KonkoskiRyan Konkoski9 օր առաջ
  • Pearl Milling Company sounds too generic. In the case of syrup, I'm switching to Log Cabin.

    Steven SmithSteven Smith9 օր առաջ
  • Maybe your company should stop listening to ppl on Twitter. I ditched Twitter after finding it was full of trolls, unhappy and mostly unhinged ppl.

    Paul NicholsonPaul Nicholson10 օր առաջ
  • Better get rid of the GD Quaker Oats guy next or I'm going to be pissed.

    Paul NicholsonPaul Nicholson10 օր առաջ
  • Lady, I don't know where you get your info from but Aunt Jemima was based on a real person! Her name was Nancy Green, her pancake recipe was purchased by the Milling company and was sold at the 1893 World Fair. It was not based on an old timey southern song and the antabellem south. This info is online as reported by ABC NEWS, and interviews some of her descendants. Get you s#$t straight.

    Paul NicholsonPaul Nicholson10 օր առաջ
  • Stupid lib crap. I've always thought the name and image was complimentary to the product.

    JimJim10 օր առաջ
  • George died of drug overdose

    MartyMarty10 օր առաջ
  • This is so dumb. How are people offended by this??

    No BansheeNo Banshee10 օր առաջ
  • I stopped using that high fructose corn syrup stuff a while ago.

    Dawud G DelvesDawud G Delves10 օր առաջ
  • I dont care, it's a syrup company.

    StarlordStarlord10 օր առաջ
  • auntie was an icon well loved by all americans especially kids who grew up on that brand. this cancel culture to pander after modern social media is embarrassing to say the least.

    Grand ImperiusGrand Imperius11 օր առաջ
  • Oh, the criticism is stupid! How in the hell is the name "Pearl" racist? It's the milling process! Some people are outraged because they think it's politically correct, and some are outraged for no reason at all. Sheesh! I like the new name and will for the first time buy the product once I see it on the shelf to show my support. Thank you Pepsi!

    platterjockeyplatterjockey11 օր առաջ
  • Democrats: Everybody loves Aunt Jemima. We can’t have Black people associated with something people love.

    Taikutsuna1Taikutsuna111 օր առաջ
  • I never saw this as racist until people acknowledged it as racist, ppl need to chill and stop trying to be woke af

    Ralph ShiverribaRalph Shiverriba11 օր առաջ
  • Maxine Waters would be the best choice for re-branding the pancake mix.

    Justice4AllJustice4All11 օր առաջ
  • This shit will never end if these companies keep giving in to these twitter hate mobs, why the hell they think governments don't negotiate with terrorist?

    Char AznableChar Aznable11 օր առաջ
  • Lol. This is just ridiculous. White guilt ridden Liberals are destroying this nation.

    Sergboxer35Sergboxer3511 օր առաջ
  • Damn not my auntie!!!

    Jeremy GarciaJeremy Garcia11 օր առաջ
  • PEPSICO`S decision has made the world a much safer place for the WOKE crowd!! Way to go!! I will NEVER BUY their products again--the same with Gillette,and any other SJW corporation. Companies should focus on improving their crappy products instead of trying to change the world.

    dan macleandan maclean11 օր առաջ
  • Oh for God'sound

    Silver RangerSilver Ranger11 օր առաջ
  • All this kowtowing by companies to the woke cancel culture mob is not going to have a good result. People are absolutely fed up with being brow beaten over their inherent and institutionalized 'racism.' All sensible people need to push back against this nonsense.

    bastidfacebastidface11 օր առաջ
  • Bought a bottle of syrup and put it away. I'll allways have my Aunt Jamima

    Ed 369Ed 36911 օր առաջ
  • “hey pass me the aunt jemima” said noone ever..

    WelcomeTo kansasWelcomeTo kansas11 օր առաջ
  • BLACK COMMUNITY WHY DIDNT U GUYS OUTRAGE OVER THE MOVIE WHITE CHICKS WHERE WAYAN BROS DID WHITE FACE?

    WelcomeTo kansasWelcomeTo kansas11 օր առաջ
  • Great ruining my childhood

    Ivan RodriguezIvan Rodriguez12 օր առաջ
  • I'm calling it a publicity stunt.

    Cloud WizardCloud Wizard12 օր առաջ
  • Another iteration of the “Washington football team”. WTF did that accomplish?

    David LawsonDavid Lawson12 օր առաջ
  • Let’s face it. These critics will never be satisfied. Pearl milling company DOESN’T sound racist, it sounds like a mass pro suction jeweler.

    David LawsonDavid Lawson12 օր առաջ
    • I don’t care because Aunt Jamima, Pearl Milling company, are not maple syrup. They are corn syrup. A rose by any other name....

      David LawsonDavid Lawson10 օր առաջ
  • Wrong!!! So sad! Yes I never it was real person until now. It's no I am not uneducated it's not it wasn't talk about where I was grew up. Honestly I just it was brand name. Now I have learned history I was surprised and very happy. It needs to STAY!!!!! all it's about is about bright smart lady that went above and beyond that no ladies could do. Not about race to me. I don't see color I see what person personality who they are inside

    Kim ToddKim Todd12 օր առաջ
  • SNOWFLAKES🥶❄️❄️

    FD21FD2112 օր առաջ
  • Perhaps "Slow As Molasses" brand of black strap molasses will take the place of "Ain't Jemima."

    Allen LoserAllen Loser12 օր առաջ
  • I'll switch to Log Cabin.

    Allen LoserAllen Loser12 օր առաջ
  • How does naming it after the original milling company make it MORE racist? The mill was never run via slave labor. Also, the original Aunt jemima's family are against this and want her legacy to live on

    Lisa PopLisa Pop12 օր առաջ
  • I'll have to save my aunt jemima bottle forever now

    Krusher DynamiteKrusher Dynamite12 օր առաջ
  • And by the way, pepsi sucks too.

    Robert CostelloRobert Costello12 օր առաջ
  • The outrage is that it is not real maple syrup and unhealthy not that its racist.

    The Conscience OneThe Conscience One12 օր առաջ
  • Hmm, might have to go out and buy up all the Aunt Jemima items to resale later and a slightly increased price.

    Wayne LeBoeufWayne LeBoeuf12 օր առաջ
  • I’ll never buy my favorite pancake mix again!

    Don HawleyDon Hawley12 օր առաջ
  • As a fight against alleged racism, this black woman, ironically, has been fired....for the color of her skin.....by the woke..... you cant make this shit up...tooo funny.

    HeWho LurkzHeWho Lurkz12 օր առաջ
  • I always thought Aunt Jemima was so endearing, not anything else. How ridiculous to change it.

    Gloria FustinoGloria Fustino12 օր առաջ
  • Not too bothered about changing it but let's be honest, the new names shite

    andyg3andyg312 օր առաջ
  • Bisquick just got a new customer !!

    Klem TemlockKlem Temlock12 օր առաջ
  • Anybody who makes a problem about racism needs to go to the mental hospital...

    Elias ZiadElias Ziad12 օր առաջ
  • The same people you tried to please is still not pleased smh

    Marcus JonesMarcus Jones12 օր առաջ
  • Just admit it. Some of your families didn't realize the worth of black folks. We make life worth living. End racism. It's stupid. Let's have a huge BBQ this summer y'all. Show this government we stick together as a nation. Not a color.

    jarod atkinsjarod atkins12 օր առաջ
  • And this is why you don't kneel to the Rage Mob. You respond by punching them in the face and telling them to piss off. 😑

    Abdizur87Abdizur8712 օր առաջ
  • thanks snowflakes

    FROSTBYTE 87xFROSTBYTE 87x12 օր առաջ
  • What do I think? It's..... fine. Whatever.

    lolipedofinlolipedofin13 օր առաջ
  • So who next Uncle Ben's

    Clapback MDSClapback MDS13 օր առաջ
  • This is like...REEEEEEAAAAALLLLLYYYY unnecessary. Who in da HELL cares about the friggin brand name "Aunt Jemima" ??? Geeewizzz... We got COVID, severe unemployment numbers, insurrections, police killings, ice storms causing thousand-car pile ups, and ect...

    PMillsPMills13 օր առաջ
  • Time to b6 real maple syrup and not corn syrup with food coloring !

    Mark RussellMark Russell13 օր առաջ
  • I love how...ALL OF A SUDDEN...BULLSHIT like this...becomes a nationwide problem! 👍🏻😃🇺🇸

    Kevin HoltzKevin Holtz13 օր առաջ
  • More of the ‘cancel culture’ BULLSHIT WA WA WA....WTF America! 🤬🇺🇸😔

    Kevin HoltzKevin Holtz13 օր առաջ
  • I just want to thank this generation for ruining everything because you think everything is racist. My generation and others before had no problem with these products or our history, and you had to go and ruin it.

    sarah mervinesarah mervine13 օր առաջ
    • Previous generations accepted a lot of things that aren't acceptable now, and previous generations made things that were acceptable prior to their generation unacceptable, so that's not really a logical argument. It's just a cheap imitation of maple syrup that the average American eats a couple times a year at most (wtf eats pancakes every morning?).

      Kris FentonKris Fenton13 օր առաջ
  • Come on guys really

    THE BAT 89THE BAT 8913 օր առաջ
  • Why change was because she was black so

    THE BAT 89THE BAT 8913 օր առաջ
  • Aunt Jemima may have converted to Islam and cannot display photo.

    Emily AllstotEmily Allstot13 օր առաջ
  • People are too sensitive. Leave the name alone. It’s not racist to me and I’m black

    RUDY MINORRUDY MINOR13 օր առաջ
  • If you rebrand. I will no longer purchase. Now Uncle Ben and Mrs. Butterworth. Come on man where does it end. Guess I will no longer buy any of the newly named products.

    SHELLY VLASICSHELLY VLASIC13 օր առաջ
  • That’s such a boring downgrade of branding

    no uno u13 օր առաջ
  • Twitter just ain't ever happy are they?

    Bee GeeBee Gee13 օր առաջ
  • I was hoping they would change it to Aunt Jomama

    BB13 օր առաջ
    • Hysterical

      candie schonauercandie schonauer12 օր առաջ
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