Quaker has not offered further details on the coming changes, which were first reported by NBC News.
In addition, Aunt Jemima is to donate at least $5 million over the next five years to support the African American community, according to parent company PepsiCo.
The branding on Aunt Jemima’s syrups, mixes and other food products features an image of a black woman that has often been linked to stereotypes around slavery.
In a 2015 opinion piece for the New York Times, Cornell University African-American literature professor Riché Richardson described Aunt Jemima as “an outgrowth of Old South plantation nostalgia and romance”.
He said the brand perpetuated the idea of a “mammy” character – a submissive black woman who nurtured her white master’s children.
Founded in 1889, the Aunt Jemima logo was based on storyteller, cook and missionary Nancy Green, Quaker’s site says.
According to the African American Registry non-profit database, Nancy Green was born into slavery in Kentucky in 1834.
Aunt Jemima joins a number of companies offering change in light of the global protests and renewed debate over racism in America, sparked by the recent police killings of George Floyd and other African Americans.
PepsiCo Inc. has launched new drink KickStart that has Mountain Dew flavor but is made with 5% juice and Vitamins B and C, along with an extra jolt of caffeine.
PepsiCo is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning.
The company said it doesn’t consider KickStart to be an energy drink, noting that it still has far less caffeine than drinks like Monster and Red Bull and none of the mysterious ingredients that have raised concerns among lawmakers and consumer advocates.
But KickStart, which comes in flavors such as “energizing orange citrus” and “energizing fruit punch”, could nevertheless give the company a side-door into the fast-growing energy drink market without getting tangled in any of its controversies.
The drink comes in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., which also offers options with juice content. And the TV ad features young men skateboarding, reminiscent of the marketing themes used by energy drink makers.
Simon Lowden, chief marketing officer for PepsiCo’s Americas beverages, says the idea for KickStart came about after the company learned through consumer research that Mountain Dew fans were looking for an alternative to traditional morning drinks such as coffee, tea and juice.
“They didn’t really see anything that fit their needs,” he said.
PepsiCo has launched KickStart that has Mountain Dew flavor but is made with 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine
Simon Lowden said KickStart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice. PepsiCo says KickStart, which is carbonated, is also not a soda because its 5 percent juice content qualifies it to be considered a “juice drink” under guidelines set by the FDA. A spokeswoman for the FDA said the agency doesn’t have definitions for what qualifies as a soda or an energy drink.
With the growth of energy drinks such as Monster and Red Bull expected to slow, KickStart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.
In a nod to the growing concerns about sugary drinks, for example, KickStart also uses artificial sweeteners to reduce its caloric content to about half that of regular soda; a can has 80 calories.
“It’s a very interesting experiment capturing a number of attributes,” John Sicher said, likening it to Starbucks’ Refreshers drinks, which promise ‘natural energy’ from green coffee extract.
The promise of “energy” has been a big seller in the beverage industry in recent years, with the energy drink market increasing 17% in 2011 even as broader soft drink consumption has continued to decline, according to Beverage Digest.
PepsiCo and the Coca-Cola Co. have largely watched that growth from the sidelines, however, with players such as Monster Beverage and Red Bull dominating the market.
But the surging popularity of energy drinks has also led to sharper scrutiny. This summer, New York’s attorney general launched an investigation into the marketing prices of energy drink makers including Monster and PepsiCo, which also makes Amp. Lawmakers and consumer advocacy groups have also called on the FDA to investigate the safety of the high levels of caffeine in energy drinks for younger people.
Although KickStart may look like an energy drink, it has far less caffeine, at 92 milligrams for a 16-ounce can. A comparable amount of regular Mountain Dew would have 72 milligrams of caffeine while a can of PepsiCo’s Amp energy drink has 142 milligrams, according to the Center for Science in the Public Interest.
By comparison, a 16-ounce cup of Starbucks coffee has 330 milligrams of caffeine.
Joan Ritchie Silleck and Robert Ritchie, the heirs of Richard Ritchie, the man who developed the formula for Pepsi-Cola in 1931, have sued snack and beverage giant Pepsico Inc. on Friday.
Richard Ritchie’s daughter, Joan Ritchie Silleck, and his son, Robert Ritchie said they wanted to erase any doubt that his documents were theirs to share with historians, collectors and film producers.
A lawsuit filed in Manhattan federal court by the two states that they wanted to “tell their father’s extraordinary life story without interference or the threat of litigation” from Pepsi.
The lawsuit asks the court for undisclosed damages for what it called Pepsi’s “improper interference with their rights in the Ritchie invention and the Ritchie documents”.
They alleged that the documents had been “physically and legally” controlled by a member of the Ritchie family for more than 50 years.
The estate of Richard Ritchie’s late son, Richard, was also identified as a plaintiff.
The heirs of Richard Ritchie, the man who developed the formula for Pepsi-Cola in 1931, have sued giant Pepsico Inc. on Friday
Richard Ritchie was a chemist with the Loft Candy Company when he developed the Pepsi-Cola formula for Loft in 1931.
He stayed with Pepsi-Cola after it became independent, but joined Cantrell & Cochrane Company in 1962.
Richard Ritchie retired in 1982 and died in January 1985.
According to the lawsuit “the heirs are the rightful owners of the Ritchie invention because, inter alia, Pepsi failed to require that Mr. Ritchie transfer ownership to the Ritchie invention to Pepsi despite knowing that he had developed the Pepsi-Cola formula while working as an employee of another company”.
The case is Joan Ritchie Silleck, the estate of Richard James Ritchie and Robert Ritchie vs. Pepsico Inc, in U.S. District Court for the Southern District of New York.