What is Aunt Jemima new brand name and why has it changed?

THE Aunt Jemima brand of pancake mix and syrup is getting a new name and image.

The overhaul comes after anti-racism protests erupted across the country last year catalysed the change.

What is Aunt Jemima new brand name?

The new brand name for Aunt Jemima products is Pearl Milling Company, parent company PepsiCo has revealed.

It comes eight months after PepsiCo, which merged with Quaker Oats two decades ago, announced a re-brand would take place.

The new name honors the milling company in St Joseph, Missouri, that pioneered self-raising pancake mix that later became known as Aunt Jemima.

The new packaging will be stocked on store shelves in June.

Until then, products with the Aunt Jemima name will continue to be available, but without the character's image.

Why has Aunt Jemima's name changed?

The iconic Aunt Jemima brand is being changed and renamed because it perpetuates racist stereotypes.

Its pancake mix and syrup packaging features a composite drawing of smiling black woman – but the logo is rooted in racism.

The name and image overhaul of the 130-year-old brand comes after anti-racism protests erupted across the country last year over the death of George Floyd.

How have people reacted?

The new name has received mixed reaction online.

One Twitter user said Pearl Milling Company sounds "like a gravel mining company" while another wrote "What a weird name for pancake syrup".

Meanwhile, someone else joked: "I’m not writing Pearl Milling Company on my grocery list."

Others, however, have supported the change.

"Glad to see protest eventually awakens conscience…and it only took a little over a century! That's progress, American-style! well done!" one person tweeted.

A statement from PepsiCo on the rebranding says: "Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima.

"The Quaker Oats Company signed the contract to purchase the Aunt Jemima brand in 1925.

"It updated its image over the years in a manner intended to remove racial stereotypes that dated back to the brand origins.

"In June 2020, the company announced it was transitioning from the Aunt Jemima name and likeness on packaging and pledged a $5 million commitment to support the Black community.

"Throughout the effort that led to the new Pearl Milling Company name, Quaker worked with consumers, employees, external cultural and subject-matter experts, and diverse agency partners to gather broad perspectives and ensure the new brand was developed with inclusivity in mind."

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