Aunt Jemima is getting a full-blown rebrand.
Aunt Jemima syrup is no more — ’cause the parent company is retiring the image and name after more than a century, while publicly copping to the fact she’s a giant stereotype.
The Quaker Oats Company made the announcement Tuesday, saying they were doing away with Auntie. The company explains, “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.”
Aunt Jemima’s been a thing for more than 130 years now, and its origins are deeply racist. The character is based on an 1800s “mammy” — a black servant in a white household.
