Today In Black History: "Uncle Ben" and "Aunt Jemima"
The racist origins and necessary evolution of these iconic brands
Issue #1,011 Today In Black History, Wednesday, April 1, 2026
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The Origins and Evolution of “Uncle Ben’s” and “Aunt Jemima”
The brands formerly known as “Uncle Ben’s” and “Aunt Jemima” are among the most recognizable food labels in American history. Yet their origins are deeply intertwined with 19th-century racial stereotypes rooted in slavery and minstrel culture. Over more than a century, both brands evolved—first attempting to soften their imagery, and eventually abandoning their original identities altogether.
19th-Century Origins: Language, Stereotypes, and Minstrelsy
The terms “Aunt” and “Uncle,” when applied to Black Americans in the 19th and early 20th centuries, were not neutral honorifics. They emerged from a racist social system in which white Americans avoided using respectful titles like “Mr.” or “Mrs.” for Black adults. Instead, Black men and women were often addressed as “uncle,” “auntie,” or by their first names—terms that implied familiarity while reinforcing social inferiority.
These naming conventions overlapped with popular entertainment of the time, particularly minstrel shows. These performances featured white actors in blackface portraying caricatured Black characters. One of the most enduring stereotypes was the “mammy” figure: a loyal, cheerful Black woman devoted to serving white families. The name “Aunt Jemima” itself came from a minstrel song from the 1870s, embedding the brand in this tradition from its inception.
Similarly, the “Uncle” figure reflected a paternal, non-threatening Black male archetype—often older, subservient, and detached from authority or independence. These caricatures were widely used in advertising during the late 19th and early 20th centuries to evoke nostalgia for the antebellum South.
The Creation of “Aunt Jemima”
The Aunt Jemima brand began in 1888–1889 as one of the first ready-made pancake mixes. From the start, it relied on the mammy stereotype as its central marketing image.
Nancy Green, a formerly enslaved woman, was hired to portray Aunt Jemima at the 1893 World’s Columbian Exposition in Chicago. Her performance helped popularize the brand nationwide.
The character was depicted as a smiling, headscarf-wearing cook—an image designed to evoke the romanticized idea of enslaved Black women happily serving white households. Over time, this portrayal became one of the most enduring examples of racial stereotyping in American advertising.
Throughout the 20th century, the company made periodic updates to the character—removing the headscarf, modernizing her appearance, and softening overtly stereotypical features. However, critics argued that these changes did little to address the brand’s underlying origins.
The Creation of “Uncle Ben’s”
The Uncle Ben’s brand emerged in the mid-20th century, introduced by Mars, Inc. Its name and imagery followed a similar pattern of racialized representation. The term “Uncle” echoed the same historical practice of addressing Black men without formal respect, while the brand’s logo featured an elderly Black man dressed in formal attire.
The character was reportedly inspired in part by a real Chicago maître d’ named Frank Brown, though the branding itself was fictionalized and detached from any authentic biography.
Like Aunt Jemima, Uncle Ben’s relied on a reassuring, service-oriented Black persona—one that suggested warmth and trustworthiness while remaining rooted in a history of racial hierarchy. Critics have described this imagery as a “happy servant” trope, reinforcing outdated and harmful stereotypes.
Gradual Evolution and Mounting Criticism
By the late 20th century, both brands faced increasing scrutiny. Civil rights movements and academic scholarship highlighted how such imagery perpetuated distorted narratives of Black life and history.
Companies responded incrementally. Aunt Jemima’s appearance was modernized, and Uncle Ben’s image was refined to appear more dignified—sometimes even portrayed in corporate settings. Yet these changes were widely seen as cosmetic rather than substantive. The core issue—the names and their historical connotations—remained unaddressed.
The 2020 Turning Point
The turning point came in 2020, amid widespread protests following the killing of George Floyd and a broader reckoning with systemic racism in the United States. Corporations faced renewed pressure to examine their branding practices.
Quaker Oats acknowledged that Aunt Jemima was “based on a racial stereotype” and announced that the brand would be retired.
Mars, the parent company of Uncle Ben’s, is similarly committed to “evolving” its brand identity.
These decisions marked a significant departure from earlier efforts. Instead of updating imagery, companies chose to remove the names and characters entirely.
Rebranding and Erasure of Origins
The Aunt Jemima brand was officially renamed Pearl Milling Company in 2021, referencing the original mill that produced the pancake mix in the 19th century.
Uncle Ben’s was rebranded as Ben’s Original, dropping both the “Uncle” honorific and the portrait of the Black man from its packaging.
These changes did more than alter logos—they effectively severed the brands from their historical identities. The new branding emphasizes neutrality, inclusivity, and product quality rather than character-driven storytelling.
The removal of these names and images raises complex questions. On one hand, the rebrands represent a clear acknowledgment that the original imagery was rooted in racism. On the other hand, critics argue that erasing these symbols risks obscuring the historical realities they reflect.
Yet even as the names and images disappear, the history behind them remains essential. Understanding that history is key not only to evaluating these brands, but also to recognizing how cultural narratives are constructed—and, eventually, transformed.
Today In Black History
In 1866, the U.S. Congress rejected a presidential veto that would have given all people equal rights in the United States.
In 1868, Hampton University, previously known as Hampton Institute, was founded by Samuel Chapman Armstrong as a school for Black students in Hampton, Virginia. The undergraduate school is still called Hampton Institute.
In 1924, Northern Rhodesia became a protectorate of the UK and was appointed as governor.
In 1929, the Atlanta University Affiliation was established between Morehouse College, Spelman College, and Atlanta University.
In 1949, “Happy Pappy,” the first Black variety talent show series with an all-Black cast, aired on WENR-TV with Ray Grant as the host.
In 1966, the first World Festival of Negro Arts began in Dakar, Senegal.
In 1989, six-time all-star first baseman Bill White was elected as the first Black president of the National Baseball League.
In 1991, the U.S.Supreme Court ruled that jurors cannot be barred from serving due to race.
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