Aunt Jemima's Slogans & Taglines

Aunt Jemima was a brand of pancake mix, syrup, and breakfast foods with a complex history spanning over 130 years. Founded in 1889 by Chris L. Rutt and Charles G. Underwood in St. Joseph, Missouri, the brand began as a self-rising pancake mix inspired by a minstrel show character. Acquired by Quaker Oats in 1925 and later by PepsiCo, it became one of the most recognizable names in American breakfast culture. However, in 2020, Quaker Oats acknowledged that the brand's origins were based on a racial stereotype and announced a comprehensive rebrand. In 2021, the product line was officially renamed Pearl Milling Company, returning to the name of the original 1888 mill that created the self-rising pancake mix. The rebrand retained the familiar red packaging while removing the character imagery, accompanied by a commitment to empower Black communities. This evolution from a controversial historical brand to Pearl Milling Company represents one of the most significant corporate rebrands in modern food history, reflecting a shift toward inclusivity while preserving the product legacy that generations of families had enjoyed at the breakfast table.