Aunt Jemima LogoREUTERS/Brendan McDermid

PepsiCo’s pancake brand Aunt Jemima will no longer use its picture of a Black woman or the name “Aunt Jemima.”
Its logo has changed six times, and the brand’s past is rooted in racial stereotypes and slavery.
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Aunt Jemima is changing its name and logo after 130 years of using a Black woman as the staple feature of the brand’s marketing.

The brand’s parent company PepsiCo acknowledged the brand was ingrained in racist symbolism despite past attempts to update the imagery. The company anticipates new packaging will appear on the shelves later this year, and a new name will follow.

“We recognize Aunt Jemima’s origins are based on a racial stereotype,” Kristin Kroepfl, Quaker Foods North America’s chief marketing officer, said in a statement. “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.”

Read on to see the history of Aunt Jemima and the changes that happened leading up to this week’s announcement.

The Aunt Jemima brand was created in 1889 by Chris Rutt and Charles Underwood, two white men, to market their ready-made pancake flour. The origin of the company’s imagery and branding is steeped in racist stereotypes symbolizing submissiveness and asexuality, Riché Richardson wrote in The New York Times.
Wiki Commons

To read more about Aunt Jemima, visit The New York Times.

Rutt, one of the company’s cofounders, got the idea for the name and logo after watching a vaudeville show in which the performer sang a song called “Aunt Jemima” in an apron, head bandana, and blackface, according to the African American Registry.
Wiki Commons

To read more about this history, visit the African American Registry.

The origin of the Aunt Jemima brand is rooted in the old Southern plantation stereotypes of the “mammy” — a figure portrayed as a devoted servant, according to The New York Times.
Wiki Commons

To read more about Aunt Jemima, visit The New York Times.

See the rest of the story at Business Insider

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