In a surprising turn of events, Quaker Oats has decided to bring back Aunt Jemima, the iconic brand that the company retired in 2020 to address concerns about racial stereotyping. The decision comes after enduring customer backlash that refused to die down, with vocal fans arguing that breakfast simply “wasn’t the same” without the familiar face of Aunt Jemima on their syrup bottles and pancake mixes
For many of our customers, Aunt Jemima represents a legacy of shared family moments and nostalgia,” said a Quaker Oats spokesperson in the announcement. “We heard from countless consumers who expressed a deep connection to the brand. So, after careful consideration, we’ve decided to bring Aunt Jemima back.”
In an attempt to address cultural sensitivities, Quaker Oats rebranded Aunt Jemima as “Pearl Milling Company” in 2020. The move was intended to honor the heritage of the product while shedding any potentially offensive associations with its original mascot. However, Pearl Milling Company didn’t seem to inspire the same love as Aunt Jemima. Sales
Leave a Reply