
PepsiCo said it will drop the image of Aunt Jemima and rebrand the line of pancake mix and syrup that has borne the name since 1889.
The parent of Quaker Oats Company, which has owned the brand since 1926, did not specify what the new name will be or what the updated packaging will look like.
“We are starting by removing the image and changing the name,” said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, in a statement. “We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
PepsiCo said consumers will start to see the packaging changes without the Aunt Jemima image in the fourth quarter this year and that the name change will be announced at a later date.
The decision comes at a time of reckoning for many brands in the aftermath of the death of George Floyd in police custody in Minneapolis on May 25 and the ensuing protests against police brutality and racial injustice.
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