What is the significance of the Pearl Milling Company name?

In a recent PepsiCo announcement, Pearl Milling Company is the new name for the pancake mix and syrup brand known as Aunt Jemima. Starting in June, the new brand will be seen on store shelves. While the product inside the containers has not changed, the significance of the new brand name was carefully chosen.

As seen recently, many food companies have changed their branding and names to remove culturally insensitive labels. Although Aunt Jemima has been on store shelves for decades, the imagery does not have an appropriate depiction.

Brand names are not the only changes that have come to the food world. Many recipes have changed their descriptions away from certain labels. Instead of terms like Asian, some recipes are looking to express flavor descriptions instead.

Why did PepsiCo use the name Pearl Milling Company?

After careful consideration, the name refers to the original company that created the pancake mix. Founded in 1888, the St. Joseph Missouri company was the source of that self-rising pancake mix that has become a staple in many people’s pantries.

While some people might take a moment to associate Pearl Milling Company with the iconic brand, the packaging color scheme looks similar. Using the classic red and yellow colors, many people will instantly associate the new branding with the familiar brand.

Although the change in branding is important, PepsiCo is making a bigger commitment to empowering communities. In addition to the $400 million, five-year commitment to uplifting Black communities and businesses, Pearl Milling Company is committing $1 to “empower and uplift Black girls and women.”

Even though this re-branding announcement will draw attention, the monetary commitment to make a difference in communities is the bigger story. As consumers have shown in recent years, brands who connect with similar ideals, purposes and goals can drive a purchase. On a crowded store shelf, the company who shows that it is committed to core values has an advantage over brands who are not as vocal.

What do you think of the Pearl Milling Company name? Do you think that it is a good choice?