A box of Aunt Jemima pancake mix sits on a stovetop Wednesday, June 17, 2020, in Harrison, N.Y. Pepsico is changing the name and marketing image of its Aunt Jemima pancake mix and syrup, according to media reports.
(AP Photo/Courtney Dittmar)NEW YORK โ Americaโs painful struggles over racism have finally caught up with Aunt Jemima, that ubiquitous fixture served up at breakfast tables for 131 years.
Quaker Oats announced Wednesday that it will retire the Aunt Jemima brand, saying the company recognizes the characterโs origins are โbased on a racial stereotype.โ Indeed, the logo was inspired by 19th century minstrel celebrating the โmammy,โ a black woman content to serve her white masters.
Richardson said Aunt Jemima epitomizes the dark comfort that some Americans take from imagery of black servitude, so normalized that it's on their box of pancake mix.
Earlier this week, the singer Kirby posted a TikTok video called โHow to Make a Non Racist Breakfastโ explaining some of the backstory of the Aunt Jemima brand.