The announcement of Aunt Jemima's retirement came in the wake of the police murder of George Floyd last year, starting a domino effect among food brands with problematic logos and packaging. "Shelves are still transitioning so it is too early to share sales figures, but we're encouraged as we look at initial Pearl Milling Company velocity performance," PepsiCo said via email. PepsiCo said it's too soon to say how well the new brand is selling compared to Aunt Jemima. Pearl Milling Company products began hitting grocery store shelves in June. "Our perfectly fluffy, syrupy goodness has been there for every special moment and we'll always be here. "Pearl Milling Company isn't new to this," the narrator says during one of the ads. The new ads feature smiling Black families enjoying Pearl Milling Company pancakes and syrup around the breakfast table as a narrator gives viewers the new brand's back story. In February, PepsiCo confirmed that Aunt Jemima would become Pearl Milling Company, a callback to the the late-19th-century business that invented the original ready-made pancake mix. PepsiCo and its Quaker Oats subsidiary announced in June 2020 that they were doing away with the Aunt Jemima brand name due to its racist origins, something critics have been calling on the companies to do for decades. "There's also an opportunity for us to accelerate growth in the pancake and syrup categories." "Given that we're still in the early stages of the rebrand process, there is a need for us to reinforce that Pearl Milling Company has the same great taste consumers have known for generations and with a new name that welcomes people of all backgrounds," a PepsiCo spokesperson told CNN Business. Same great taste as Aunt Jemima." Parent company PepsiCo said reminding customers that the brand's products haven't changed is one of the ad campaign's goals. The only mention of the old brand in the new brand's commercials is a brief fine-print disclaimer that says "New name. Pearl Milling Company unveiled a new ad campaign this week to remind pancake and syrup lovers that although the brand changed its name from Aunt Jemima earlier this year, it still tastes the same.
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