Aunt Jemima to get a (way overdue) rebrand

Aunt Jemima
(Image credit: Quaker Oats)

Breakfast brand Aunt Jemima, owned by Quaker Oats, is soon to be rebranded, following years of commentary surrounding the brand's imagery. Critics say it portrays harmful racial stereotypes and is rooted in slavery and racism.  

According to Quaker Oats (a subsidiary of PepsiCo.) the brand design, which currently features an image of a black woman known as Aunt Jemima, will be phased out from the end of 2020, with a name change happening at a later date. It certainly has a long way to go before it'll rival our list of top packaging designs

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Georgia Coggan
Editor

Georgia has worked on Creative Bloq since 2018, and has been the site's Editor since 2023. With a specialism in branding and design, Georgia is also Programme Director of CB's award scheme – the Brand Impact Awards. As well as immersing herself with the industry through attending events like Adobe Max and the D&AD Awards and steering the site's content streams, Georgia has an eye on new commercial opportunities and ensuring they reflect the needs and interests of creatives.