Update (June 17, 2020): Following PepsiCo's lead in rebranding, Uncle Ben's parent company, Mars, announced it will be taking steps to revamp its logo and packaging, CNN reported.

Mars posted to its website that "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," Mars said.

The Uncle Ben's brand was originally based on a Black farmer who grew rice and was a "beloved Chicago chef and waiter named Frank Brown." Its packaging, however, portrays a Black servant and uses the title "uncle," which was often used by racist white people in place of formal addresses to Black people, The New York Times reported in 2007.

We might as well get it untwisted about Uncle Ben too while we’re here. “Uncle“ was an appellation given to older male slaves – Tom and Remus, for example. And the Black dude on the Cream of Wheat package until the 1920s was a fictional character named “Rastus.” So it’s a lot. pic.twitter.com/EE3Zg09uoT

— The Doubtful Guest (@InsideATureen) June 17, 2020

Mrs. Butterworth also announced it will be rebranding its packaging, which "may be interpreted in a way that is wholly inconsistent with our values."

Original (June 17, 2020): While corporations around the country are speaking out against racism following weeks of racial tension, the Aunt Jemima brand has also joined the movement. According to NBC News, the familiar face for the brand of syrup and pancake mix will be removed because the company said "Aunt Jemima's origins are based on a racial stereotype."

According to CNN, Quaker Oats purchased the Aunt Jemima brand in 1926. PepsiCo then bought Quaker Oats in 2001. Now, the company plans to reveal the new logo and brand name for the Aunt Jemima brand in the fall.

The 130-year-old brand dates back to Aunt Jemima's origin as a minstrel character, NBC News reported. Although the brand had undergone some cosmetic changes through the years, including removing the “mammy” kerchief from the character, the company behind the brand recognized there was still more that needed to be done in order to remove the racist undertone.

“We recognize Aunt Jemima’s origins are based on a racial stereotype," Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a press release. “As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations."

Aunt Jemima's brand renovation comes after years of criticism and recent global protests against racism. Singer Kirby brought attention to the issue when she gave a history lesson in a video titled "How To Make A Non Racist Breakfast" posted to social media. In the video, the "Loved By You" singer gave a brief rundown on the inherent racism behind the logo and then began to pour Aunt Jemima pancake mix down the sink.

How To Make A Non Racist Breakfast. #BlackLivesMatter
#AllBlackLivesMatter
#BlackWomenLivesMatter
pic.twitter.com/WY6irZwWtJ

— KIRBY (@singkirbysing) June 15, 2020

Cornell University professor Riché Richardson also discussed the history of Aunt Jemima in a 2015 article for The New York Times.

"This Aunt Jemima logo was an outgrowth of Old South plantation nostalgia and romance grounded in an idea about the 'mammy,' a devoted and submissive servant who eagerly nurtured the children of her white master and mistress while neglecting her own," Richardson wrote. "Visually, the plantation myth portrayed her as an asexual, plump Black woman wearing a headscarf."

The brand also plans to donate $5 million over the next five years to "create meaningful, ongoing support and engagement in the Black community." In addition, Pepsi will be using $400 million for initiatives in support of the Black community.

"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," Kroepfl stated.

Other companies have expressed their desire to stand for social justice in recent weeks, including Facebook, Twitter, Nike, Netflix and Disney, according to CNN. Facebook is donating $10 million to groups standing against racial inequality, CEO Mark Zuckerberg announced in a Facebook post.

"We stand with the Black community — and all those working towards justice in honor of George Floyd, Breonna Taylor, Ahmaud Arbery and far too many others whose names will not be forgotten," Zuckerberg wrote.

Quaker Oats

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