The rebranded Aunt Jemima syrup, now called Pearl Milling Company, faced criticism online, with users deeming it reminiscent of a “gravel mining company” or a “James Bond villain.” Twitter users expressed dissatisfaction, some even considering a switch to competitors like Mrs. Butterworth’s or Log Cabin due to the new name. One comment likened it to a “generic house brand for Dollar General.” Amid the backlash, boycott pledges surfaced, with one person noting, “Sadly I would never recognize it and will probably go to Log Cabin.” The controversy stems from Aunt Jemima’s previous use of a “racial stereotype” in its mascot, derived from a 19th-century “mammy” minstrel character. The name Pearl Milling Company refers to the Missouri mill that produced the pancake mix in 1889.
