Do they still make Aunt Jemima bottles?

Aunt Jemima was a brand of pancake mix, syrup, and other breakfast foods that featured the image of a Black woman named Aunt Jemima as its logo from 1889 until June 2020. The Aunt Jemima brand was owned by the Quaker Oats Company, which acknowledged that the logo was based on a racial stereotype and announced plans to retire the name and image in June 2020. This followed renewed public outcry over racial stereotyping in the wake of the killing of George Floyd and Black Lives Matter protests in 2020. However, some customers who grew up with Aunt Jemima products have wondered if they are still being made under a new name and packaging.

Do They Still Make Aunt Jemima Pancake Mix and Syrup?

Quaker Oats officially retired the Aunt Jemima name and original logo in June 2020. They acknowledged the brand’s origins were based on a racial stereotype and announced plans to rebrand Aunt Jemima products with new logos and a new name that did not rely on racial imagery and stereotyping. As of February 2022, Aunt Jemima pancake mix and syrup are still being made but under the new brand name Pearl Milling Company. The Pearl Milling Company brand was introduced in February 2021 as a replacement for the Aunt Jemima brand. So while Aunt Jemima branded products are no longer made, the same pancake mix and syrup formulas continue to be produced under the new Pearl Milling Company name and different logo.

The History of Aunt Jemima and the Pearl Milling Company Rebrand

The Aunt Jemima brand was inspired by the song “Old Aunt Jemima” which was performed by minstrel show performers in blackface in the late 19th century. The Quaker Oats Company registered the Aunt Jemima trademark in 1890 and launched the brand in 1893 centered around the “Aunt Jemima” logo, which depicted a Black woman named Aunt Jemima who was portrayed as a devoted servant. Over the years, the image of Aunt Jemima evolved to downplay the slavery-era aspects but continued to reflect racial stereotypes. After the renewed scrutiny of racist brands and companies in 2020, Quaker Oats announced in June 2020 that it would retire the Aunt Jemima name and logo globally. The company stated that “Aunt Jemima’s origins are based on a racial stereotype” and that the 131-year-old brand had not progressed enough to appropriately reflect the diverse consumers served by Quaker products.

In February 2021, Quaker Oats announced Aunt Jemima products would be rebranded under the Pearl Milling Company name, which was a nod to the original late 19th century flour milling business owned by Chris Rutt and Charles Underwood that created the original self-rising pancake mix in 1889, before selling the Aunt Jemima brand soon after to the Quaker Oats Company. The new Pearl Milling Company packaging features the image of a watermill and the tagline “Since 1889” to acknowledge the brand’s origins while removing the racial imagery and connotations associated with Aunt Jemima.

Where to Buy Products Formerly Known as Aunt Jemima

While Aunt Jemima branded syrup and pancake mixes are no longer sold, you can still purchase the same products rebranded as Pearl Milling Company. Pearl Milling Company pancake mixes and syrups can be found at most major grocery stores and retailers that previously carried Aunt Jemima products, including:

  • Walmart
  • Target
  • Kroger
  • Publix
  • Albertsons
  • Safeway
  • Costco
  • Sam’s Club
  • Dollar General
  • Dollar Tree
  • Amazon

You may still find some leftover Aunt Jemima products on store shelves as retailers sell through remaining stock, but Aunt Jemima has been permanently discontinued. Any pancake and syrup products with Aunt Jemima name or logos are outdated. Check for the Pearl Milling Company logo and branding to ensure you are purchasing the rebranded items.

Key Differences Between Aunt Jemima and Pearl Milling Company Products

While the recipes remain the same, there are a few key differences between Aunt Jemima and Pearl Milling Company products:

  • Name – Aunt Jemima changed to Pearl Milling Company
  • Logo – The image of Aunt Jemima has been removed. The new Pearl Milling Company logo features an image of a flour mill.
  • Tagline – “Since 1889” added to packaging to acknowledge original company history.
  • Packaging – Different colors and style but same shape and size.
  • Recipes – No changes have been made to the recipes for the pancake mixes and syrups.

Product Line Offerings

The products available under the Pearl Milling Company brand mirror what was previously offered under the Aunt Jemima brand. This includes:

  • Original and buttermilk pancake mixes
  • Original, lite, and butter-flavored syrups
  • Frozen breakfast foods like pancakes, waffles, and French toast
  • Ready-to-eat breakfasts like pancake sandwiches
  • Cornbread mix
  • Rice dishes like rice bowls and fried rice

Reasons for the Aunt Jemima Rebranding

There were several reasons Quaker Oats decided to rebrand Aunt Jemima products in 2020:

  • The Aunt Jemima name and original logo were based on a racial stereotype originating from minstrel shows, so Quaker acknowledged the brand needed to progress.
  • The killing of George Floyd in 2020 and ensuing Black Lives Matter protests shed renewed light on racist stereotypes embedded in our culture, including brands.
  • Quaker wanted to ensure the brand reflected diversity and did not rely on racial stereotypes.
  • The brand likely wanted to get ahead of potential criticism and backlash for retaining the outdated and offensive Aunt Jemima branding.
  • Pearl Milling Company provides a way to acknowledge the brand history without racial imagery.
  • The rebranding brings the packaging and marketing in line with modern day values of diversity and inclusion.

Customer Reactions to Aunt Jemima Rebranding

Customer reactions to Quaker Oats retiring the Aunt Jemima brand and products have been mixed:

  • Many customers understand and support the decision to remove branding considered racially insensitive.
  • Some nostalgic customers have lamented losing the familiar Aunt Jemima branding they grew up with.
  • Customers appreciate that Quaker is keeping the same recipes but removing the racially problematic aspects.
  • Younger consumers are embracing the new inclusive branding.
  • A vocal minority have pushed back against the rebranding for erasing “history.”
  • Some customers remain unaware the products are still available under Pearl Milling Company.
  • Online reviews indicate most customers find the new branding refreshingly modern while recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn recogn 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The Future of the Pearl Milling Company Brand

The rebranding from Aunt Jemima to Pearl Milling Company appears to be successful so far in terms of transitioning to new branding free of racial bias. Quaker is likely to continue producing the same products under the Pearl Milling Company brand for the foreseeable future. They may expand the product line over time, but the pancake mixes and syrups that previously comprised Aunt Jemima’s core business will remain Pearl Milling Company’s focus. With the brand now aligned with modern attitudes on racial equality, Pearl Milling Company is positioned for future growth especially with younger and more diverse consumers.

Conclusion

While Aunt Jemima products are no longer made, the classic pancake mix and syrup flavors continue to be produced under the new Pearl Milling Company brand following Quaker’s decision to retire the Aunt Jemima name and logo due to its racial origins. Customers can still enjoy the familiar recipes repackaged with inclusive branding free of the racial connotations associated with Aunt Jemima. The Pearl Milling Company rebranding demonstrates a company making its marketing consistent with contemporary values around diversity and racial justice. For customers seeking that familiar buttermilk pancake taste, Pearl Milling Company products are widely available nationwide at all major grocery stores to purchase in place of Aunt Jemima. While some customers feel nostalgia for the Aunt Jemima name, Quaker made the right decision to move beyond a brand rooted in racial stereotypes to one focused on the quality recipes customers have loved for decades. Aunt Jemima products are gone for good, but with Pearl Milling Company, the flavors that made Aunt Jemima famous live on in new inclusive branding befitting the diversity of the modern breakfast table.

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