‘Aunt Jemima’ Brand Faces Backlash Over New Name
The rebranding of Aunt Jemima syrup to Pearl Milling Company has sparked significant backlash online, with many users expressing dissatisfaction and ridicule over the new name. Twitter users particularly criticized the name, likening it to a gravel mining company or something owned by a James Bond villain.
Comments on social media ranged from comparing the name to a generic house brand to threats of boycotting the company altogether. Some individuals expressed disappointment with the new name and stated their intention to switch to competitors like Mrs. Butterworth’s or Log Cabin.
The controversy surrounding the Aunt Jemima brand’s original logo, which was criticized for perpetuating racial stereotypes, led to the decision to change the name. The logo, based on the 19th-century “mammy” minstrel character, depicted a black woman serving her white masters.
Pearl Milling Company, chosen as the new name, is a reference to the small Missouri mill that initially produced the pancake mix later branded as Aunt Jemima in 1889. Despite the historical connection, the choice of the new name has not been well-received by many consumers, highlighting the challenges companies face in rebranding and addressing issues of racial sensitivity.
