After 98 years, the ice car bar will have a different name.
An announcement this week from Dreyer’s Grand Ice Cream surprised many people, although it is keeping in line with something that is happening with many brands. They announced that the Eskimo Pie Ice Cream Bars are going to be receiving a new name. According to a statement, they are acknowledging that the name is “derogatory.”
FOXBusiness obtained a statement in which Dreyer’s Grand Ice Cream, which is the US subsidiary for Froneri which acquired Nestlé USA ice cream last year, said that the company is changing the name, something that may be happening to other products.
According to a statement from Elizabeth Marquez, head of marketing for the parent company, “We are committed to being a part of the solution on racial equality and recognize the term is derogatory. This move is part of a larger review to ensure our company and brands reflect our people values.”
View this post on Instagram
Dopo Aunt Jemima, Uncle Ben, Lady O' Lakes e molte altre marche che, nel nome o nell'immagine visiva, alludevano a razzismo o a una nostalgia dello schiavismo americano, anche EskimoPie si avvia verso la modifica della propria brand image, che consisterà probabilmente in un cambio di nome e nella rimozione della mascot, un bambino eschimese. #eskimopie #razzismo #brandnaming #brandname #brandnames #brand #branding #naming #auntjemima #uncleben
It is not yet been announced when the changes going to take place. We are also not sure what the new name will be.
The vanilla ice cream bar with a chocolate coating was the first covered ice cream bar in America. It has been around since it was patented in 1922. Smithsonian Magazine says that its name “traded heavily on a stereotype” of indigenous people who live in the Arctic.
A number of food brands are reevaluating their packaging or changing their name because of the possibility they have racist origins. Quaker Oats made a similar statement when they said they would be changing the name and logo of its Aunt Jemima brand, saying that it’s “origins are based on a racial stereotype.” Similar things are taking place with Mrs. Butterworth and uncle Ben’s as well.SKM: below-content placeholder