Aunt Jemima Is Now Officially the Pearl Milling Company

The new brand identity retains some familiar packaging elements

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The pancake and syrup brand formerly known as Aunt Jemima has officially rebranded as the Pearl Milling Company.

The new brand identity, which includes the “same familiar red packaging,” will appear on store shelves this June. Parent company Quaker announced its intent to rebrand last June after producing products under the Aunt Jemima name for nearly 100 years. At the time, Quaker pulled the image of the Aunt Jemima character, saying the brand—despite a 1989 update including “a contemporary look [with] pearl earrings and a lace collar”—”has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today.”

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