Mrs. Butterworth’s to Undergo ‘Complete Brand and Packaging Review’

by Joshua Caplan

The pancake syrup brand Mrs. Butterworth’s — known for its matronly woman-shaped bottle — will undergo a “complete brand and packaging review,” a spokesperson for Conagra Brands said Wednesday. The development comes after parent companies for Aunt Jemima and Uncle Ben’s announced that the two product lines will see branding changes of their own.

“We understand that our actions help play an important role in eliminating racial bias and as a result, we have begun a complete brand and packaging review on Mrs. Butterworth’s,” Conagra Brands Communications Manager Dan Skinner told Forbes. The company added:

We stand in solidarity with our Black and Brown communities and we can see that our packaging may be interpreted in a way that is wholly inconsistent with our values. It’s heartbreaking and unacceptable that racism and racial injustices exist around the world. We will be part of the solution. Let’s work together to progress toward change.

Earlier Wednesday, Quaker, a PepsiCo subsidiary, announced that will retire the logo of Aunt Jemima, an older black woman who has long been a staple on its products.

Quaker Chief Marketing Officer Kristin Kroepfl said:

We recognize Aunt Jemima’s origins are based on a racial stereotype. As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations.

Riché Richardson, an associate professor at Cornell University, told NBC News that Aunt Jemima is “a retrograde image of black womanhood on store shelves.”

full story at https://www.breitbart.com/politics/2020/06/17/mrs-butterworths-to-undergo-complete-brand-and-packaging-review/