In 2021, in response to the Black Lives Matter protests, PepsiCo made a significant decision to rename its pancake mix and syrup brand, Aunt Jemima, due to its deeply rooted racist associations. They’ve now revealed the replacement name, Pearl Milling Company, paying homage to the original company established in 1888. The updated packaging, featuring the familiar red, yellow, and white colors, it is available in stores since June 2021, without the offensive image of Aunt Jemima.
The move by PepsiCo marked a pivotal moment in acknowledging and addressing the racial stereotypes perpetuated in branding. The company emphasized its commitment to promoting equality and respect through this rebranding effort, stating that the decision was made after extensive discussions with customers, employees, and cultural experts.
The name Pearl Milling Company pays tribute to the origins of the brand while distancing itself from its problematic past. The original company, founded in St. Joseph, Missouri, was where the pancake mix was first created.
While the rebrand was praised by many as a step forward, it also sparked debate among some consumers who viewed the change as unnecessary or overly politically motivated. Nevertheless, PepsiCo remained firm in its stance, highlighting the importance of evolving with the times and being mindful of the messages that products and imagery convey.
The revamped brand, under its new identity, continues to focus on delivering the same quality and flavor that customers have enjoyed for over a century, aiming to keep the brand relevant while respecting cultural sensitivities.
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