PepsiCo has announced the replacement for the Aunt Jemima brand, which was discontinued due to its racial implications during the Black Lives Matter protests.
The new name is Pearl Milling Company, an homage to the company founded in 1888 in St. Joseph, Missouri, that initially created the self-rising pancake mix. The change follows a trend of rebranding products with racially insensitive imagery.
The new packaging, set to debut in June 2021, retains the iconic colors of red, yellow, and white but removes the offensive image associated with Aunt Jemima. Instead, it features an illustration of an old-timey mill.
Critics have expressed mixed reactions, with some finding the name unappealing and likening it to a gravel mining company, while others believe it signifies a positive step away from a racially charged brand. The decision to rename Aunt Jemima came after widespread public outrage and discussions involving consumers, employees, cultural experts, and agency partners to ensure inclusivity in the new branding.
