Food and beverages company PepsiCo has decided to remove the image from its subsidiary The Quaker Oats Company’s brand Aunt Jemima packaging.
As part of this announcement, the company’s new packaging without the image will be available during the fourth quarter of this year.
Go deeper with GlobalData
Quaker Foods North America vice-president and chief marketing officer Kristin Kroepfl said: “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.
“We recognise Aunt Jemima’s origins are based on a racial stereotype. 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.”
In addition to removing the image, the company is planning to change the name of the brand. This will happen after the changes of the first phase of packaging are implemented.
The Aunt Jemima brand has existed for more than 130 years.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataKroepfl added: “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. We are starting by removing the image and changing the name.
“We will continue the conversation by gathering diverse perspectives from both our organisation and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
