Aunt Jemima’s New Name Is Causing Quite The Controversy

PepsiCo has chosen a new name, Pearl Milling Company, to replace the controversial Aunt Jemima brand for its pancake mix and syrup. The change was prompted by the Black Lives Matter protests last summer, which criticized the original name as racist. The new name is a nod to the company’s 1888 roots in St. Joseph, Missouri, where it originated as Pearl Milling Company before adopting the Aunt Jemima label in 1925.

Despite retaining the iconic red, yellow, and white packaging colors, the rebranding eliminates the offensive Aunt Jemima image. PepsiCo consulted consumers, employees, experts, and agency partners to ensure inclusivity in the development process. While some critics find the new name unappealing, others believe it was high time for a change due to the brand’s 130-year association with racial and cultural stereotypes.

The redesigned packaging, featuring an old-timey mill illustration, will be in stores by June 2021, with products bearing the old name available until then.