Quaker Oats has announced that their breakfast brand Aunt Jemima will undergo a brand overhaul.
First, the brand will remove the imaging from all packaging and will rename the brand after public outcry over the brand perpetuating racial stereotypes.
JUST IN: Quaker Oats is removing the name and image of Aunt Jemima from the brand in effort "to make progress toward racial equality." https://t.co/OP2HifCs1W
— MSNBC (@MSNBC) June 17, 2020
The decision to rebrand comes after Aunt Jemima became a trending topic on Twitter Tuesday with many speaking out about the logo and name that have been around for 130 years.
And, on the heels of the Aunt Jemima brand image being dropped by PepsiCo, Mars is evaluating the same thing for Uncle Ben’s. Both brand images have long been viewed by some as racially insensitive.
— Reuters (@Reuters) June 17, 2020
In a statement, a spokesperson for Mars said, “As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices. We recognize that one way we can do this is by evolving the Uncle Ben’s brand, including its visual brand identity.”
The statement continued to say, “We don’t yet know what the exact changes or timing will be, but we are evaluating all possibilities.”