Quaker Oats the parent company of the Aunt Jemima brand of syrup and pancake mix has announced it will change the name and image of the brand.  The question that should be asked is what took so long?  The brand was modeled after a racial characterization of 131 years ago.  Aunt Jemima was a roly-poly cook with a headband for much of that time, clearly an image of a servant in the Old South.  The company updated the portrait but didn’t change the name.  Now it will go the distance to reposition the syrup and mix.  It is a fraught mission because the brand is identified with the name and supermarket shelf space is at a premium.  That is partially why the company didn’t move earlier.  Money spoke louder than sensitivity.  But, it is now started — at last.

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