Later this year, the Aunt Jemima brand will disappear from store shelves and will be replaced by Pearl Milling Company. The brand change follows PepsiCo previously announced plans to move away from the brand and logo, which had racist roots.
“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,” PepsiCo said in a statement where they explained the new name and logo, which you can see below.
The new logo, while updating the font slightly, maintains the familiar feel and slant from the previous Aunt Jemima logo. That, along with the familiar red and yellow color scheme, will allow people to still find their pancake mix and syrup easily on the shelves. The new-look was extensively tested, using traditional focus groups as well as conversing with PepsiCo’s retail partners and groups representing people of color.