Trade marks may theoretically last forever but brands are subject to change.
The Aunt Jemima brand of pancake mix and syrup will be renamed Pearl Milling Company, in response to concerns about racial stereotypes. The new brand harks back to the name of the originator of the self-rising pancake max and was announced by Quaker Oats (part of PepsiCo) on 10 February 2021. The Aunt Jemima brand, like the Washington Redskins, is being retired following the global attention that was given to the Black Lives Matter movement. Whilst this brand is not widely known in the UK, it is indicative of a wider trend across brands who are confronting past actions and considering how they can play their part in building a fairer and more inclusive future.
According to the UK IPO database, Quaker Oats filed an application to register a UK mark for PEARL MILLING COMPANY covering “Pancakes, pancake mix and pancake syrup” in Class 30 on the date of the announcement.
To find out more contact Rosie Burbidge, Intellectual Property Partner at Gunnercooke LLP in London - rosie.burbidge@gunnercooke.com
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