Eskimo Pie ice cream to change its derogatory name after 99 years to work for racial equality
Eskimo Pie, known for its famous chocolate-covered vanilla ice cream bar wrapped in foil, has joined the long line of brands that have announced they will be changing the name and marketing for their products because of its racial undertones.
Dreyer's Grand Ice Cream, the company that currently owns the 99-year-old brand, said that they had been considering a change of name and direction for some time now and are going to go ahead now because they were aware of how "derogatory" the term is.
"We are committed to being a part of the solution on racial equality, and recognize the term is derogatory," said Elizabell Marquez, the company's head of marketing, in a statement to CNN. "This move is part of a larger review to ensure our company and brands reflect our people's values."
The name change will be accompanied by an alteration in the marketing scheme as well, the company confirmed to the New York Post — the traditional one featured a young boy dressed as an Eskimo standing with a backdrop of a snowy environment.
While the racial connotations of 'Eskimo Pie' may not be obvious immediately, 'Eskimo' comes from an Ojibwa word meaning "to net snowshoes". While it is a term commonly used in Alaska to refer to Inuit and Yupik people, according to the Alaska Native Language Center at the University of Alaska, the name is considered derogatory because it was given by non-Inuit people and was said to mean "eater of raw meat".
The move by Dreyer's, which is a US subsidiary of Fronieri, comes as several other brands, including Aunt Jemima, Uncle Ben's, and Cream of Wheat, announced a change in name and marketing in the wake of protests that erupted following the Memorial Day death of George Floyd.
MEA WorldWide (MEAWW) previously reported that Aunt Jemima, a popular brand of syrup and pancake mix, had acknowledged the racial stereotypes behind its name and image and would be changing them to "make progress toward racial equality."
"We recognize Aunt Jemima’s origins are based on a racial stereotype," said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America. "As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations."
Referring to how Quaker had previously removed the "mammy" kerchief from the character, Kroepfl said the company had worked to "update" the brand to be more "appropriate and respectful" but that they now realize the changes were insufficient.
The company also announced it will donate $5 million over the next five years to "create meaningful, ongoing support and engagement in the Black community".
Mars Inc, the owner of Uncle Ben's, similarly confirmed it would change its brand identity and said, "As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices. As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do."
