The Uncle Ben’s brand identity will be changed, the mother company Mars announced after Quaker Oats decided to retire its 130-year-old Aunt Jemima …
The Uncle Ben’s brand identity will be changed, the mother company Mars announced after Quaker Oats decided to retire its 130-year-old Aunt Jemima brand and logo.
Mars said Wednesday that it would “evolve” the brand, which references a black farmer known as Uncle Ben. The title, however, references honorifics used by white southerners to refer to older blacks — “uncle” and “aunt” instead of “Mr.” and “Mrs.”, according to the New York Times.
“As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do,” the statement says.
