# Breakfast Product Rebrandings Aunt Jemima Has Been Renamed the Pearl Milling Company by PepsiCo By Michael Hemsworth | Published 2021-02-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pearl-milling-company References: [chewboom](https://www.chewboom.com/2021/02/09/aunt-jemima-becomes-pearl-milling-company-after-brand-makeover/) & [pepsico](https://www.pepsico.com) The Pearl Milling Company has been announced by [PepsiCo](https://www.trendhunter.com/trends/quaker-oats-fruit) as the new name for its Aunt Jemima range of products in a move that will see it shift away from the original branding. The lineup of Pearl Milling Company branded products include [pancake mixes](https://www.trendhunter.com/trends/millville-pancake-mix) as well as syrups, grits, flour and cornmeal which will start showing up on store shelves in June 2021. The new brand name will still see the familiar color scheme being used, which will make the products easily recognizable for consumers when shopping. The Pearl Milling Company branding comes on the heels of the brand's previous announcement that it was [moving to change the name](https://www.trendhunter.com/trends/scotts-protein-ball) in a bid to shift away from the problematic archetype that the Aunt Jemima character was based on. Image Credit: PepsiCo ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 4% | Activity: 4% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Breakfast Brand Rebranding:** Breakfast brands are rebranding with more culturally sensitive identities to overcome the problematic past of their earlier archetypes. - **Color Scheme Recognition:** New breakfast brands aim to keep their familiar color schemes to make their products easily recognizable for consumers when shopping. - **Expanded Breakfast Product Lines:** Breakfast products are expanding their product lines beyond the traditional offerings to meet consumer demand for variety and healthier options. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry is experiencing a shift towards more culturally sensitive and diverse branding, presenting an opportunity for companies to rebrand their products to reflect changing societal values. - **Marketing and Advertising:** The marketing and advertising industry can capitalize on the opportunity to promote and market rebranded breakfast products that are culturally sensitive, diverse, and cater to a wider consumer base. - **Retail:** The retail industry can offer new shelf space options for rebranded breakfast products to catch customer appeal and increase sales. ## Related on Trend Hunter - [Healthy Breakfast Rebrands](https://www.trendhunter.com/trends/flourish-1.md) - [Fruit Cereal-Flavored Syrups](https://www.trendhunter.com/trends/pancake-syrups.md) - [Free-From Pancake Products](https://www.trendhunter.com/trends/blanket-pancakes-syrup.md) - [Comprehensive Modern-Day Rebranding Initiatives](https://www.trendhunter.com/trends/its-that-simple.md) - [Fruity Minimal Ingredient Oatmeals](https://www.trendhunter.com/trends/quaker-oats-fruit.md) - [Breakfast-Themed Breakup Campaigns](https://www.trendhunter.com/trends/krusteaz-campaign.md) - [Better-For-You Snack Branding](https://www.trendhunter.com/trends/unique-snacks.md) - [Value-Conscious Pancake Syrups](https://www.trendhunter.com/trends/maple-crest-pancake-syrup.md) - [Rebranded Snack Pastries](https://www.trendhunter.com/trends/bakers-delights.md)