Aunt Jemima and Uncle Ben’s Getting A Rebrand!

Social injustice activism is definitely making some noise!


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Quaker Oats has announced that their breakfast brand Aunt Jemima will undergo a brand overhaul.

For the overhaul, the brand will remove the imaging from all packaging and will rename the brand after public outcry over the brand perpetuating racial stereotypes.

“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth, and dignity that we would like it to stand for today,” said vice president and chief marketing officer of Quaker Foods North America Kristin Kroepfl. “While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”

The decision to rebrand comes after Aunt Jemima became a trending topic on Twitter Tuesday with many speaking out about the logo and name that have been around for 130 years.

The rebranding will start at the end of the year and the name change will follow at a later time.


SAN ANSELMO, CALIFORNIA – JUNE 17: Boxes of Uncle Ben’s rice are displayed on a shelf at a Safeway store on June 17, 2020 in San Anselmo, California. Quaker Oats announced that it will discontinue the 130-year-old Aunt Jemima brand and logo over concerns of the brand being based on a racial stereotype. Mars, the maker of Uncle Ben’s rice is also considering a change in the rice brand. (Photo by Justin Sullivan/Getty Images)

The Jasmine Brand reports…

The owner of the Uncle Ben‘s brand of rice says the brand will also “evolve” in response to concerns about racial stereotyping and the outpouring response to Aunt Jemima’s brand redesign.

Its owner Mars said in a statement,

Now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do. We don’t yet know what the exact changes and timing will be, but we are evaluating all possibilities.

What are your thoughts Aunt Jemima and Uncle Ben’s Rice changes?