Elizabell Marquez, Dreyer’s head of marketing, spoke of the company’s decision to shift gears.
“We are committed to being a part of the solution on racial equality, and recognize the term is derogatory. This move is part of a larger review to ensure our company and brands reflect our people values,” she said.
Prior to the ice cream manufacturer’s decision to change its brand identity, Uncle Ben’s rice, Cream of Wheat, and Mrs. Butterworth all said their logos were “under review.”
Conagra Brands says that while Mrs. Butterworth’s logo was always meant to evoke a “loving grandmother,” they stated that after “discussions on race and racial injustice have become more prevalent, we’ve been listening to our employees and consumers. Based on these discussions, we’ve decided now is the time to update the brand.”
Kristin Kroepfl, vice president and CMO of Quaker Foods in North America, said of Aunt Jemima: “We recognize Aunt Jemima’s origins are based on a racial stereotype. We are starting by removing the image and changing the name. We will continue the conversation by gathering diverse perspectives from both our organization and the black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”