“As we work to advance racial equality through many initiatives, we must also take a look at our brand portfolio and ensure that they reflect our values and meet the expectations of our consumers,” said the company. Pepsi in a statement provided to CNN Business.
Richardson said Aunt Jemima’s logo was based on a “mom”, a devoted and submissive servant who impatiently nurtured the children of the white boss and her mistress while neglecting her own. ” A statue of a stereotypical slave slave was approved by the US Senate in 1923, but was never built.
The company has also run racist ads for several decades, with actors personifying the mammalian stereotype. She developed the logo all these years and even hired singer Gladys Knight as a spokesperson for the 1990s. Today, Aunt Jemima describes herself as a brand that means “warmth, nourishment and confidence – qualities you will find in beloved mothers from different backgrounds.” backgrounds that want the best for their families. ”
“While work has been done over the years to update the brand in a way that is appropriate and respectful, we realize that these changes are not enough,” said Kristin Kroepfl, head of marketing at Quaker Oats North America.
Aunt Jemima’s brand will donate $ 5 million over the next five years “to create substantial, ongoing support and engagement in the black community.” Earlier this week, Pepsi announced a series of $ 400 million initiatives to support the black community.