Aunt Jemima brand retired by Quaker due to racial stereotype

Aunt Jemima
A spokesperson for Pepsico-owned Quaker Oats said it recognized Aunt Jemima's origins are based on a racial stereotype. The name and image will be replaced on products and advertising by the fourth quarter of 2020.
Courtney Dittmar | AP

Updated: 9:13 a.m.

Quaker Oats is retiring the 131-year-old Aunt Jemima brand, saying the company recognizes the character's origins are “based on a racial stereotype.”

Quaker, which is owned by PepsiCo, said it's overhauled pancake mix and syrup will hit shelves by the fourth quarter of 2020. The company will announce the new name at a later date.

“We recognize Aunt Jemima’s origins are based on a racial stereotype," said Kristin Kroepfl of Quaker Foods North America. "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.”

PepsiCo also announced a five-year, $400 million initiative “to lift up black communities and increase black representation at PepsiCo.”

In the wake of the police killing of George Floyd in Minneapolis, activists and consumers have demanded that companies take a stand against racial injustice or lose their business.

Land O'Lakes announced earlier this year that it would no longer use the Native American woman who had appeared on its packages of butter, cheese and other products since the late 1920s.

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