Mars, Incorporated and Conagra Brands, the companies who produce Uncle Ben’s rice and Mrs. Butterworth’s syrup, respectively, have announced their efforts to rebrand their logo’s and packaging to remove racial stereotypes. The decision comes after Pepsi-owned company Quaker Oats announced it is retiring the Aunt Jemima brand and logo for similar reasons.
What We Know:
- In a Wednesday statement, Mars wrote, “now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do”. The company said they are not sure what changes will be made or when, but are considering possibilities.
- According to the Uncle Ben’s website, the name was used since 1946 to honor a black rice farmer while the brand’s logo depicts a famous Chicago chef and waiter.
- However, the name is reflective of how white Southerners honored older blacks by using the terms “uncle” and “aunt” because they refused to call them “Mr.” and “Mrs.”
- Legendary syrup brand Mrs. Butterworth’s is also taking steps to resolve the stereotypes depicted on their brand. The company acknowledged that they “can see that [their] packaging may be interpreted in a way that is wholly inconsistent with [their] values”.
The companies’ decisions follow that of Aunt Jemima, who’s parent company Pepsi is taking a “hard look at [their] portfolio of brands to ensure they reflect [their] values and meet [their] consumers’ expectations”. The moves to end racial stereotypes through these brands come at a time where calls for racial justice are at the forefront of national discussion following the death of George Floyd.
