‘Aunt Jemima’ Brand Faces Backlash Over New Name

Note: we are republishing this story, which originally made the news in February 2021.

Aunt Jemima’s new name, Pearl Milling Company, has faced backlash online from users for sounding more like “gravel mining company” or “a James Bond villain.”

Twitter users quickly shared their feelings on the matter, with some threatening to switch to its competitors, Mrs. Butterworth’s or Log Cabin, because of the new name.

Another person wrote that the Pearl Milling Company sounded like “something owned by a James Bond Villain.”

Another person commented: “Pearl Milling Company? Sounds like a generic house brand for Dollar General.”