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Aunt Jemima’s New Logo & Trademark: “Pearl Milling Company”

PepsiCo has officially rebranded their maple syrup & pancake mix. If you weren’t aware, one of the most popular brands amongst breakfast related products “Aunt Jemima” maple syrup & pancake mix are now known as “Pearl Milling Company.” Which in the 19th century was the original corporation created for the pancake mix.

PepsiCo & a number of other brands rebranded themselves in order to accommodate the black & brown community. During last summer’s Black Lives Matter movement.

Some public figures/celebrities felt as though the black & brown communities needed more than just a simple “name change.” Some brands were historically known solely for their racially triggering logos, messages, etc. Netflix also rid any show that offended the black & brown community as well. Netflix also honored Dave Chappelle’s request to rid his most profitable work, which was “The Chappelle Show” due to his circumstance  that still stands today.

It’s a well-known narrative that some of the most expensive, popular, & quality brands/corporations have racist/prejudice products, trademarks, or logos. The negative stereotypes on the black & brown community have always been accepted, tolerated, & profitable. However, companies are now taking a stand to change that by no longer carrying that name, trademark/logo.

PepsiCo statement:

“While the Aunt Jemima brand was updated over the years in a manner intended to remove racial stereotypes, it has not progressed enough to appropriately reflect the dignity, respect, and warmth that we stand for today.”  

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