Aunt Jemima Changes Package

 

The PepsiCo Inc. unit that sells Aunt Jemima pancake products unveiled the new name on Tuesday, officially retiring a brand that had come under criticism for its origins in racist imagery of Black people.

Pearl Milling Co. was the creator of the original self-rising pancake mix, first marketed as “Self-Rising Pancake Flour” before it was trademarked in 1890 under the Aunt Jemima brand.

The new packaging, which will appear in June, will retain much of the current colors and design. The company had already dropped the image of a Black woman from its bottles and boxes.

“Our changes are in line with PepsiCo’s journey toward racial equality, and the evolution will help carry the 130-year-old brand into the future,” PepsiCo said.Aunt Jemima pancake products, owned by Pepsi, has decided to change its name and imagery. Recently the brand came under criticism for it's origins in racist imagery of Black people.  Earlier, the brand changed it's iconic face on the label reflecting a modern woman styled after Gladys Knight. 

The original Aunt Jemima was created by the Pearl Milling Co. and was the first self-rising pancake flour. The owners decided to reflect this unknown history by calling it Pearl Milling Company.  New packaging reflects the lack of creativity in this decision and looks more like a private label package or something you would pick up at a dry goods store.

The new packaging will hit the shelves in June.  Their will be a need for a new campaign trying to attach some relevance to the new name and package.  It should be a good opportunity for rival mixes and syrups to take share from this category leader. 

“Our changes are in line with PepsiCo’s journey toward racial equality, and the evolution will help carry the 130-year-old brand into the future,” PepsiCo said.