Quaker Oats Announces Aunt Jemima Rebrand Due To ‘Racial Stereotype’
For 130 years, Aunt Jemima has been a recognizable brand but that will be changing, according to Quaker Oats.
We recognize Aunt Jemima’s origins are based on a racial stereotype. 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.
The Aunt Jemima brand features a black woman, who was originally dressed as a minstrel character, According to NBC News. Vice President and Chief Marketing Expert, Kristin Kroepfl, has stated Quaker Oats has worked to "update" the Aunt Jemima brand to something, "appropriate and respectful" in recent years but those changes were not enough.
This is not the first time the Aunt Jemima brand has come under fire. in 2015, a judge dismissed a lawsuit against the company that included two men stating that they were decedents of Anna Harrington, the woman who originally portrayed Aunt Jemima in the 1930s. Recently, Aunt Jemima began to face new criticism due to recent civil unrest in the wake of the death of George Floyd.