Who Makes Aunt Jemima Syrup?

Brand History. The new day has begun, and Aunt Jemima is now known as Pearl Milling Company. The name itself has been a part of our story for more than 130 years, even though the Brand is new on shop shelves.

Is Aunt Jemima the same as Pearl Milling Company?

Customers should be informed that until the transition is finished, Aunt Jemima brand pancake mix and syrup may continue be available. Customers looking for the rebranded products are given the following advice by the parent firm PepsiCo on their website:

We are making a lot of effort to retain our customers’ access to our products. Even if a product appears to be accessible in our finder, it might not actually be available. We advise phoning your neighborhood store to confirm your order or placing an online food delivery order.

Products from Pearl Milling are already on sale on online stores like Amazon.

The following is how Pearl Milling Company describes some of the new packaging:

  • keeps the same aggressive red hue, food motifs, font styles, and organizational frameworks.
  • Keeps the slogan “New Name, Same Great Taste as Aunt Jemima” on the package to make it easier for consumers to switch to the new brand.

The Pearl Milling Company, which was established in 1888 in St. Joseph, Missouri, and produced the self-rising pancake mix sold for many years under the Aunt Jemima brand, but the product name is new.

In addition to changing the name of the company, Pearl Milling Company launched the P.E.A.R.L. Pledge in May.

Prosperity, Empowerment, Access, Representation, and Leadership are the acronyms for the P.E.A.R.L. Pledge.

The P.E.A.R.L. Pledge is “a multi-year program centered on advocating the success of Black women and girls across the country,” according to the Pearl Milling Company.

Do retailers still sell Aunt Jemima?

New packaging makes reference to an old brand. Up until June 2021, Aunt Jemima products will still be available, but the packaging will thereafter formally change. (AP) PepsiCo, Inc. (PepsiCo, Inc. uncredited) The sale of Aunt Jemima pancake mix and syrups in stores is currently being phased out.

Pearl Milling Company was owned by who?

New York (CNN Business)Pearl Milling Company on week announced a new advertising campaign to persuade fans of pancakes and syrup that the product still tastes the same even if it changed its name from Aunt Jemima earlier this year.

In the ads for the new brand, there is only a tiny disclaimer in small font that reads, “fresh name similar to Aunt Jemima’s superb taste.” One of the objectives of the advertising campaign, according to parent firm PepsiCo, is to remind consumers that the brand’s products haven’t altered.

Following decades of calls from critics, PepsiCo and its Quaker Oats subsidiary announced in June 2020 that they were discontinuing the Aunt Jemima brand name due to its racial roots.

PepsiCo said in February that Aunt Jemima would change its name to Pearl Milling Company, a nod to the company that created the first ready-made pancake mix in the late 19th century.

The new commercials show happy Black families eating pancakes and syrup from Pearl Milling Company at a breakfast table while a narrator tells viewers the history of the new company.

In one of the advertisements, the narrator claims, “Pearl Milling Company isn’t new to this.” “We’ve been there for every memorable moment with our flawlessly fluffy, syrupy sweetness, and we always will. Add the Mmmoments up.”

In June, items from the Pearl Milling Company started to appear in supermarkets. The new brand’s sales performance in comparison to Aunt Jemima, according to PepsiCo, cannot yet be determined.

PepsiCo stated via email that “shelves are still changing, so it is too early to reveal sales data,” but added that they were “encouraged” by the first Pearl Milling Company velocity performance.

Following the police killing of George Floyd last year, news of Aunt Jemima’s departure spread quickly among food firms with questionable packaging and emblems. Just three companies—Uncle Ben’s, Mrs. Butterworth’s, and Cream of Wheat—have said that they will either examine their product packaging or completely rebrand it.

One of three new 30-second TV commercials, according to PepsiCo, debuted on Monday. Early October will see the airing of two further commercials, according to the business.

This item has been amended to incorporate a brief reference to Aunt Jemima in the advertisement’s fine print.

What does the Aunt Jemima brand presently resemble?

To advance racial equality, Quaker Oats declared on June 17, 2020, that the Aunt Jemima brand would be phased out and replaced with a new name and logo.


[19] The name change was reportedly planned for a later time while the image was taken off the packaging in the fall of 2020. [20] [21]

Other similarly motivated rebrandings and reviews of brand marketing were also announced within one day of the June 2020 announcement. These included the renaming of Uncle Ben’s rice to Ben’s Original, the brand and bottle shape of Mrs. Butterworth’s pancake syrup, and the “Rastus” Black chef logo used by Cream of Wheat.


A fictitious article about a related announcement was released by American satirical news source The Onion a few days before.


relatives of the Aunt Jemima models The change was opposed by Lillian Richard and Anna Short Harrington. Richard’s family historian, Vera Harris, stated “I wish we would pause and think before throwing things out. Because it is part of our past, good or bad.” [23] Larnell Evans, a great-grandson of Harrington, stated “For me and my family, this is unfair. This dates back to my past.” Evans had already lost a multibillion-dollar lawsuit in 2015 against Quaker Oats (and others). [24]

PepsiCo declared that Pearl Milling Company would serve as the new brand name on February 9, 2021. On February 1, 2021, PepsiCo made the purchase of that brand name for that reason. [3] [25] One year after the business said it will stop using the Aunt Jemima label, the new branding was introduced in June of that year. [19] After the redesign, PepsiCo continued to use the Aunt Jemima logotype on the front of the packaging for at least six months. After that time, according to PepsiCo, trademark law prevents it from entirely and permanently giving up the Aunt Jemima brand; if it does, a third party may be able to acquire and utilize the brand. [26]

Had Aunt Jemima sales declined?

Sales will serve as the real indicator of success. It will be challenging to surpass the category’s recent run.

Although Aunt Jemima underperformed the market’s spectacular growth, a problem Kroepfl attributed to capacity restrictions, the U.S. pancake syrup and mix category has been increasing at a 27% rate overall during the epidemic.

Sales for Aunt Jemima totaled $353 million. The most recent 52-week period, according to information from Quaker Oats, ended in January. According to Quaker Oats, the brand outperforms the category overall among Black and Hispanic consumers, homes with five or more people, and households headed by women. According to Kroepfl, it also appeals to younger millennial and Gen X households.

According to data from Mintel, Aunt Jemima’s market share decreased from 32% in 2017 to 24% in 2020 when considering only pancake mix and ignoring syrup or other goods. Even so, it outperforms rival products including private-label retail brands, Betty Crocker from General Mills, and Krusteaz from Continental Mills.

There was hardly any marketing activity for the product, only “maintenance-level spend,” according to Kroepfl.

In 2019, the most recent full year for which data was available, $19,000 was spent on media for Aunt Jemima.

Quaker must now make an investment by informing customers of the change, making an announcement, and using tools like the box, in-store shopper marketing, and targeted media to emphasize that the product is the same. As more individuals have been spending more time cooking at home due to the epidemic, Quaker also intends to capitalize on the “moments that matter through food” concept.

According to Kroepfl, “Our brand already embodies an emotion and a connection, and it will do so in the future.

Regarding specifics of how the business intends to advertise the brand going forward, she declined to comment.

According to Keith Pillow, founder and principal of Caddy Marketing and Communications, a marketing consultancy firm in California, “It is a new brand to which no issue can be linked. To inform consumers about the change, Quaker needs an integrated campaign with a variety of elements, including TV, radio, in-store, public relations, social media content, and working with food influencers, he claims. But providing excessive consumer education carries some risks.

According to Pillow, “that campaign cannot prominently display, promote, or mention the Aunt Jemima brand because doing so would negate the aim of the entire rebranding.

The rebranding effort will take time given the category. Pancakes are more of a special occasion breakfast, and supplies only need to be refilled when low. Therefore, a lengthy period of reminders regarding the new name will be required.

Also, updating packaging takes time. Despite Aunt Jemima’s June announcement that the character will be discontinued, the character and name are still on certain packages of pancake mix in grocery shops, while the name is just on others.

Similarities to its past

Quaker’s packaging images feature Aunt Jemima in small font to entice old Aunt Jemima customers without overtly harkening back to the company’s racial past. It says “same wonderful taste, new name. What about the name Pearl and the pearl earrings Aunt Jemima wore in her ultimate form? Despite the symbolism, Kroepfl claims that Quaker did not want to name the company after those pearls.

“According to Center, it feels more like a refresh than a rebrand because part of the previous brand equity has been preserved, including color and bottle form. ” Worth is equity. In that category, the form and color of that bottle are extremely valuable.

The name has significant importance, but Armin Vit, who reviews brand makeovers on the website he co-founded, UnderConsideration, believes it’s a mouthful “He said in a post last week that it was a bad idea to give a consumer product a difficult-to-remember name. He adds that he doesn’t anticipate rapid consumer acceptance of the moniker and points out that the three words don’t conjure images of pancakes.

According to Vit, the water wheel appears to be churning out some ravioli pasta.

They might possibly add one of those cool, really intricate engravings afterwards, once the shift phase has taken place, to really evoke an old-timey, handmade vibe that goes beyond the fundamentals.

How did Aunt Jemima become the Pearl Milling Company?

A new York (CNN Business)

The Pearl Milling Company brand, originally known as Aunt Jemimai, is currently being rolled out across the country.

According to the new company, shipments of breakfast items in Pearl Milling Company packaging started on May 31. The new packaging still uses the same red and yellow color scheme as Jemima’s packaging, but a 19th-century watermill in place of Jemima’s image serves as a nod to the company’s founding year of 1889.

Due to the racist history of the former brand, Aunt Jemima, PepsiCo. and its subsidiary Quaker Oats declared in February that they will change the name to the Pearl Milling Company.

According to the corporation, shipments of products in the new packaging will continue over the coming months, so they aren’t currently available everywhere.

The brand stated that “Retailers change at varying rates.” “In order to get the new Pearl Milling Company packaging on shelves, we are actively collaborating with our retail partners. As we make the move, some products may continue be sold under the previous brand name.”

Where you can get Pearl Milling Company products

Walmart, Target, Albertsons, Food Lion, Publix, H.E.B., Shop Rite, and Whole Foods websites do not presently sell Pearl Milling Company products, however Kroger, Meijer, and Amazon do. On several retail websites, visitors who search for Pearl Milling Company are redirected to Aunt Jemima.

Walmart is still attempting to verify information regarding the condition of their Pearl Milling products. On May 31, Albertsons confirmed that it started getting pancake mix and syrup from the Pearl Milling Company.

Food Lion claims that by Sunday, all 1,102 Food Lion locations should carry items from the Pearl Milling Company.

Target announced on Monday that it intends to stock Pearl Milling Firm goods as soon as their parent company PepsiCo makes them available.

Canceling Aunt Jemima

After the George Floyd tragedy, which inspired many big corporations to address chronically racist business practices, the decision was made to discontinue Aunt Jemima last summer. When Quaker Oats announced in June 2020 that Jemima would be retiring, it immediately had a cascading impact on other food companies with problematic mascots.

Conagra announced a year ago that it will review the Mrs. Butterworth’s maple syrup bottle’s branding and packaging. The Cream of Wheat character, like Jemima, has roots in blackface minstrel acts, and B&G Foods announced it will study it. Since then, Ben’s Original rice has replaced Uncle Ben’s.

The firm claimed that as part of its rebranding process, it set out to fulfill two promises: to keep delivering the same delicious products that families have loved for more than a century and to spark meaningful moments at the breakfast table and in communities.

Where is the pancake mix from Aunt Jemima?

Although it has been a mainstay of American breakfast tables for more than a century, its name and look have long drawn criticism for having racist connotations.

The pancake-mix and syrup product officially started renaming itself on Tuesday, moving one step closer to completely dropping its 131-year-old name, according to an announcement from PepsiCo, which owns Aunt Jemima’s parent company Quaker Oats.

According to PepsiCo, which stated that the rebranded goods would hit shops in June, the new moniker derives from the milling plant in St. Joseph, Mo., that invented the self-rising pancake mix that later became known as Aunt Jemima.

Since George Floyd’s death in June of last year, which sparked significant racial protests and a national debate about the significance of Old South symbols, the alteration has been in the works. The use of racial stereotypes by a number of major food corporations drew criticism, notably Quaker Oats, which announced it would discontinue the Aunt Jemima brand, alter its packaging, and make a $5 million donation to the Black community.

The business declared on Tuesday that “it was the start of a new day” as it debuted a revamped website for its line of Aunt Jemima products.

According to the company’s website, “Last June, PepsiCo and The Quaker Oats Company made a commitment to replace Aunt Jemima’s name and image, acknowledging that they do not reflect our basic values.

According to PepsiCo, which stated in a press release that the business solicited input on the new name, products with the Aunt Jemima moniker will continue to be offered until June but without the image of the Aunt Jemima character’s face.

Quaker worked with customers, staff members, outside cultural and subject-matter experts, and diverse agency partners throughout the process that resulted in the new Pearl Milling Company name to gather a variety of viewpoints and make sure the new brand was created with inclusivity in mind, according to PepsiCo.

Civil rights activist and former Chicago mayoral candidate Ja’Mal Green stated on Twitter on Tuesday that the shift was long overdue.

Mr. Green stated that two white men used a Black slave stereotype and made her the face of their syrup 130 years ago in order to make money. That’s over now. Finally, Aunt Jemima is being replaced. Those white men profited immensely by exploiting black culture and, presumably, are now tormenting in hell.