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Branding challenges follow Aunt Jemima becoming Pearl Milling Company


It’s the right move to change the name, branding experts say, but the choice is one that will take some time for consumers to adopt. Pearl Milling Company doesn’t have the connotation of pancakes that Aunt Jemima’s name and imagery have conjured since 1889. Quaker must make its next moves wisely to project change and, at the same time, try to claw back some market share its roughly $350 million brand lost during the past year.
Pearl Milling Company is a return to the name of the company founded in 1888 in St. Joseph, Missouri, that introduced self-rising pancake mix in 1889. The name Aunt Jemima came to Chris Rutt, one of the company’s white male founders, after seeing a song “Old Aunt Jemima” performed in a minstrel show. ....

United States , Kristin Kroepfl , Pearl Milling Company , With Aunt Jemima , Foods North America , Quaker Foods North , Pearl Milling , ஒன்றுபட்டது மாநிலங்களில் , முத்து அரைக்கும் நிறுவனம் , உடன் அத்தை ஜெமிமா , உணவுகள் வடக்கு அமெரிக்கா , குவாக்கர் உணவுகள் வடக்கு , முத்து அரைக்கும் ,