Aunt Jemima Brand Becomes Pearl Milling Co.

11 Feb 2021

Aunt Jemima has rebranded as the Pearl Milling Co. The brand will offer pancake mix and syrup varieties in the same red packaging previously used with the Aunt Jemima brand.

Pearl Milling Company-branded pancake mixes, syrups, cornmeal, flour, and grits products will start to arrive in-market this June. Products will continue to be available under the Aunt Jemima name without the character image until then.

Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima.

The Quaker Oats Co. purchased the Aunt Jemima brand in 1925. It has updated its image over the years in a manner intended to remove racial stereotypes that dated back to the brand origins. In June 2020, the company announced it was transitioning from the Aunt Jemima name and likeness on packaging and pledged a $5 million commitment to support the Black community.

In the coming weeks, Pearl Milling Co. will announce the details of a $1 million commitment to empower and uplift Black girls and women, inviting the community to visit its website and nominate nonprofit organizations for an opportunity to receive grants to further that mission.

Related: The Fight for Social Justice ContinuesEskimo Pie to Rebrand as Edy’s Pie.

Image: PepsiCo. Inc.