Note: we are republishing this story, which originally made the news in February 2021.
Aunt Jemima’s new title, Pearl Milling Company, has received criticism online from users who think it sounds more like “gravel mining company” or “a James Bond villain.”
Twitter users quickly expressed their thoughts on the issue, with some saying they might switch to competitors like Mrs. Butterworth’s or Log Cabin due to the new name.
“I think it sounds like a gravel mining company,” one user said.
Photo Credit: New York Post
Another person mentioned that Pearl Milling Company sounded like “something owned by a James Bond Villain.”
Someone else wrote: “Pearl Milling Company? Sounds like a generic store brand for Dollar General.”
Many users stated they would completely boycott the brand.
Photo Credit: New York Post
“Sadly I wouldn’t even recognize it and will probably go to Log Cabin,” one user commented.
“They really changed Aunt Jemima syrup to Pearl Milling Company?! Like couldn’t they come up with something better than that?! I’m sticking with Mrs. Butterworth’s from now on bc she is thicc and rich; also doesn’t have a silly name,” another person added.
The Aunt Jemima brand announced its name change after facing strong backlash for using a “racial stereotype” as its syrup mascot.
The logo was based on the old-timey “mammy” minstrel character – a black woman happy to serve her white masters.
Pearl Milling Company refers to the small Missouri mill that created pancake mix – later called Aunt Jemima – back in 1889.
