Note: This story, originally in the news in February 2021, discusses the rebranding of Aunt Jemima’s products to Pearl Milling Company.
The new name, Pearl Milling Company, has received criticism online for evoking comparisons to a “gravel mining company” or “a James Bond villain,” according to users on Twitter.
Some users expressed their discontent with the new name, with threats to switch to competitors like Mrs. Butterworth’s or Log Cabin.
“I think it sounds like a gravel mining company,” commented one person.
Another person remarked that Pearl Milling Company sounded like “something owned by a James Bond Villain.”
Others likened it to a “generic house brand for Dollar General.”
Several users indicated they would boycott the company as a result.
“Sadly I would never recognize it and will probably go to Log Cabin,” wrote one person.
“They really changed the name of Aunt Jemima syrup to Pearl Milling Company?! Like they really couldn’t think of a better name than that?! I’m sticking with Mrs. Butterworth’s from now on bc she thicc & rich, also doesn’t have a dumbass name,” another person commented.
The decision to change the name from Aunt Jemima followed criticism for perpetuating a racial stereotype through its mascot.
The logo was originally based on a 19th-century “mammy” minstrel character, portraying a black woman content to serve her white masters.
Pearl Milling Company references the small Missouri mill that initially produced the pancake mix, which later became known as Aunt Jemima in 1889.
WATCH THE VIDEO BELOW:
Sources: New York Post
Leave a Reply