Brands That Have Revealed Plans To Change Company Names And Logos With Racist Roots

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Companies are taking a hard look and implementing the change of brands, mascots, and logos that have long been criticized as racist.

Over the last couple weeks, many companies have decided to make drastic changes to their brands. From changing logo’s, business names, mascots and changing their entire brand image.

Here are just six companies that have jumped on board and are making those drastic changes. Some agree with the change, while others do not agree. For instance, Aunt Jemima pancake mix is being changed. The great-grandson of the real ‘Aunt Jemima’ does not agree with the change, stating he is deeply saddened that his great-grandmother is being erased from history.

1. Aunt Jemima

PepsiCo announced that Aunt Jemima would change its name and lose its brand image, after years of criticism.

“We recognize Aunt Jemima’s origins are based on a racial stereotype,” Kristin Kroepfl, Quaker Foods North America’s chief marketing officer, said in a statement. “While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”

2. Uncle Ben’s Rice


Uncle Ben’s parent company Mars said the company was planning to make changes to the rice brand. The name of the brand is linked to the practice of  white Southerners calling older Black people “aunt” and “uncle”  because they refused to use “Mr.” or “Mrs.”

“As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do,” Mars said in a statement.

3. Mrs. Butterworth’s

Ron Adar/SOPA Images/LightRocket

Mrs. Butterworth’s said this week it plans to conduct a “complete brand and packaging review.” Similar to Aunt Jemima, the Mrs. Butterworth’s brand has been criticized for perpetuating the offensive “mammy” stereotype, which positions Black women as subservient.

4. Cream of Wheat

Michael Stewart / Getty Images

B&G Foods announced late Wednesday that it was reviewing the chef mascot which features prominently on its Cream of Wheat brand. The chef was once featured in advertising as “Rastus,” a pejorative term associated with Black men.

“We understand there are concerns regarding the Chef image, and we are committed to evaluating our packaging and will proactively take steps to ensure that we and our brands do not inadvertently contribute to systemic racism,” the company said in a statement. “B&G Foods unequivocally stands against prejudice and injustice of any kind.”

5. Darlie

Edward Wong/South China Morning Post via Getty Images

Colgate announced it planned to Darlie, a Chinese toothpaste brand that used to be called “Darkie.” Reuters reports that the brand used to feature a man in blackface as its logo, and that its Chinese name continues to translate as “Black person toothpaste.”

“For more than 35 years, we have been working together to evolve the brand, including substantial changes to the name, logo and packaging. We are currently working with our partner to review and further evolve all aspects of the brand, including the brand name,” a Colgate spokesman told Reuters.

6. Land O’Lakes

Flickr/Mike Mozart

Land O’Lakes announced plans to change its packaging in February, removing the drawing of a Native American woman.

“As Land O’Lakes looks toward our 100th anniversary, we’ve recognized we need packaging that reflects the foundation and heart of our company culture — and nothing does that better than our farmer-owners whose milk is used to produce Land O’Lakes’ dairy products,” Land O’Lakes CEO Beth Ford said in a press release.