Online critics slam Aunt Jemima’s new name Pearl Milling Company
“I think it sounds like a gravel mining company,” lawyer Michelle Rozovics wrote.
Another said Pearl Milling Company sounded like “something owned by a James Bond Villain.”
Meanwhile, one critic noted, “Pearl Milling Company? Sounds like a generic house brand for Dollar General.”
Some even vowed to boycott the brand altogether.
“Sadly I would never recognize it and will probably go to Log Cabin,” one person said.
“they really changed the name of Aunt Jemima syrup to Pearl Milling Company?!” another user wrote. “Like they really couldn’t think of a better name than that?! I’m sticking with Mrs. Butterworth’s from now on bc she thicc & rich, also doesn’t have a dumbass name.”
The logo was originally inspired by the 19th-century “mammy” minstrel character, a black woman who was content to serve her white masters.
Pearl Milling Company is a nod to the small mill in Missouri that produced the self-rising pancake mix later known as Aunt Jemima in 1889.