The beloved Aunt Jemima brand recently made headlines as it transitioned to a new name: Pearl Milling Company. However, not everyone is thrilled about this change, with some saying it sounds more like a ‘gravel mining company’ or even ‘a James Bond villain.’
The reaction on Twitter was swift. Some users stated they might switch to other brands like Mrs. Butterworth’s or Log Cabin. One person even remarked, ‘I think it sounds like a gravel mining company.’
‘Pearl Milling Company?’ another user questioned, adding that it ‘sounded like something owned by a James Bond villain.’
One more tweet read: ‘Pearl Milling Company? Sounds like a generic house brand for Dollar General.’
Some users expressed their dissatisfaction strongly, declaring they would boycott the brand altogether.
‘Sadly, I would never recognize it and will probably go to Log Cabin,’ one discontented customer stated.
The brand made the decision to change its name due to heavy criticism for perpetuating a racial stereotype through its iconic image.
The original logo was based on the 19th-century ‘mammy’ minstrel character—a depiction of a Black woman happily serving her white masters.
The new name, Pearl Milling Company, pays homage to the small mill in Missouri that produced the pancake mix, which would later become the Aunt Jemima brand, back in 1889.
