Quaker Oats has announced that their breakfast brand Aunt Jemima will undergo a brand overhaul.
For the overhaul, the brand will remove the imaging from all packaging and will rename the brand after public outcry over the brand perpetuating racial stereotypes.
“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth, and dignity that we would like it to stand for today,” said vice president and chief marketing officer of Quaker Foods North America Kristin Kroepfl. “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.”
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.
The rebranding will start at the end of the year and the name change will follow at a later time.
Quaker Oats is retiring the more than 130-year-old Aunt Jemima brand and logo, acknowledging its origins are based on a racial stereotype. https://t.co/YwGUNSrvJr
— CNN Breaking News (@cnnbrk) June 17, 2020
Quaker Oats is retiring the more than 130-year-old Aunt Jemima brand and logo, acknowledging its origins are based on a racial stereotype. https://t.co/YwGUNSrvJr
— CNN Breaking News (@cnnbrk) June 17, 2020
