On the 9th day of Black History Month, PepsiCo has rolled out their new name and packaging for their Aunt Jemima products.

“We are starting a new day with Pearl Milling Company,” a PepsiCo spokesperson said. “A new day rooted in the brand’s historic beginnings and its mission to create moments that matter at the breakfast table.” 

So what’s the story behind Pearl Milling Company?

The Pearl Milling Company was the late-19th-century business that created the original ready-made pancake mix, according to PepsiCo. It was founded in 1888 by Chris L. Rutt.

Rutt named the original company after “Old Aunt Jemima,” an 1875 song from a minstrel show that featured performers in blackface who wore aprons and bandana headbands. The new Pearl Milling Company brand logo replaces the Aunt Jemima image with what appears to be a 19th-century watermill, where flour was ground at the time. The new logo’s red, white and yellow color scheme matches the colors that were used on Aunt Jemima’s packaging.

Aunt Jemima is trending on social media as people react to the new branding, which is slated to roll out in June of this year.

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