The brand formerly known as Tia Jemima finally got a new name: Pearl Milling Company.
In a note released on Tuesday, PepsiCo, owner of the Quaker Oats brand, explained the origins of the new name.
“Although new on store shelves, the Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the creator of the iconic self-rising pancake mix that would later become known as Aunt Jemima,” said the company .
The longtime brand announced in June that it would change brands because “Aunt Jemima’s origins are based on a racial stereotype.”
The new logo is scheduled to appear on store shelves this summer.
For years, the 130-year-old brand featured in its products a black woman named Aunt Jemima, who originally dressed as a minstrel character.
The image has changed over time, and in recent years, Quaker removed the character’s “mammy” scarf in an attempt to respond to criticism that it perpetuated a racist stereotype that dated back to the days of slavery. In announcing plans to remove the image and name, Quaker said last summer that it wanted to “make progress towards racial equality”.
“We recognize that Aunt Jemima’s origins are based on a racial stereotype,” said Kristin Kroepfl, vice president and chief marketing officer for Quaker Foods North America, in a statement. “As we work to make progress towards racial equality through various initiatives, we must also take a good look at our brand portfolio and ensure that it reflects our values and meets consumer expectations”
The renamed Pearl Milling Company said in a statement that the new name was made at a workshop with “consumers, employees, external culture and subject matter experts and various agency partners” and “developed with inclusion in mind”. It also plans to make a “$ 1 million commitment to empower and elevate black girls and women.”