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Aunt Jemima brand commits to making meaningful changes, including multi-million dollar commitment to Black community
Aunt Jemima, one of the long-time brands of The Quaker Oats Company, a subsidiary of PepsiCo, Inc., has announced it will remove the image of Aunt Jemima from its packaging and change the name of the brand. Packaging changes without the Aunt Jemima image will begin to appear throughout Q4 of 2020. The name change will be announced at a later date and will quickly follow the first phase of packaging changes.
“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,” said Kristin Kroepfl, Vice President and Chief Marketing Officer, Quaker Foods North America.
“We recognise 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 realise those changes are not enough.”
The Aunt Jemima brand has existed for more than 130 years and has evolved over time with the goal of representing loving moms from diverse backgrounds who want the best for their families.
“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today,” said Kroepfl. “We are starting by removing the image and changing the name. We will continue the conversation by gathering diverse perspectives from both our organisation and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
PepsiCo was built on the foundation that we thrive because of our diversity and when we embrace the full spectrum of humanity, we succeed together. In that spirit, the Aunt Jemima brand will donate a minimum of US$5m/£3.9m over the next five years to create meaningful, ongoing support and engagement in the Black community.
In addition to the changes on Aunt Jemima, PepsiCo is committed to making significant change for its people, its business and the communities in which we live and work.
PepsiCo Chairman and CEO Ramon Laguarta announced the next step in PepsiCo’s journey for racial equality: a more than US$400m/£319.5m set of initiatives over five years to lift up Black communities and increase Black representation at PepsiCo. 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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