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Aunt Jemima is Rebranded, Not Canceled

Suzy Woltmann Suzy Woltmann
Food & Beverages
23rd June 2020
Aunt Jemima is Rebranded, Not Canceled
Quaker Oats responded to protests against racial injustice (Getty Images)

The Claim

Aunt Jemima is being "canceled" for racist imagery.

Emerging story

Social media users posted about Aunt Jemima being canceled.

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Misbar’s Analysis

Our investigation shows that after 131 years of using the Aunt Jemima name and marketing image, Quaker Oats will be removing it from its products. Kristin Kroeplf of Quaker Foods North America said, “As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations. We recognize Aunt Jemima’s origins are based on a racial stereotype. While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”

The statement on the PepsiCo site reads: “Aunt Jemima brand is removing its image from packaging and changing the brand name. This step is in line with PepsiCo’s journey toward racial equality, and the evolution will help carry the 130-year-old brand into the future. These initiatives comprise a holistic effort for PepsiCo to walk the talk of a leading corporation and help address the need for systemic change. The activities focus on three pillars—People, Business, and Communities.”

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The company’s decision follows weeks of protests against police brutality and racial injustice. Other companies are also choosing to rebrand in response. Mrs. Butterworth’s, Cream of Wheat, and Uncle Ben’s are also changing their images.

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However, changing the branding is different from being canceled, so the claim is misleading.

Misbar’s Classification


Misbar’s Sources

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