Cream of Wheat’s mascot is the latest to come under fire over calls of racism.
B&G Foods said it is “initiating an immediate review of the Cream of Wheat brand packaging,” which features a black chef. The mascot, known as “Rastus,” has been featured on the brand’s breakfast porridge since 1890.
“We understand there are concerns regarding the chef image, and we are committed to evaluating our packaging and will proactively take steps to ensure that we and our brands do not inadvertently contribute to systemic racism,” the company said. “B&G Foods unequivocally stands against prejudice and injustice of any kind.”
Some on social media had claimed the mascot is racist.
As we talk about Aunt Jemima and Uncle Ben, please don’t forget about Rastus (that is the characters name, look up what Rastus means) from Cream of Wheat. pic.twitter.com/luklkfK3IF
— K. Renae P. (@KRenaeP) June 17, 2020
The company is the fourth in the last 24 hours to announce changes to its mascots, according to Forbes. PepsiCo Inc. is replacing its Aunt Jemima branding from its breakfast foods, Mars is rebranding its mascot for Uncle Ben’s rice, and Conagra Brands announced it will conduct a packaging review of its pancake syrup brand Mrs. Butterworth’s.
“We have indeed been considering a more substantive change and have begun that work even before news of Aunt Jemima,” Sara Schulte, a spokeswoman for Mars Food, Uncle Ben’s parent company, told Adweek. “We are evaluating all possibilities.”
The brand changes come amid national protests and riots for racial equality, sparked by the death of George Floyd, a black man who died in police custody on Memorial Day.
