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Cream of Wheat Announces Plan to “Review” Branding

The breakfast staple will likely get a new look, following the retirement of several other African American mascots from major food brands.


In the last week, the culture wars have moved to a new theater. The grocery aisle.

With several brands reimagining their packaging to address the perceived systemic racism of their products, NBC News reports there may be yet another new look to a staple breakfast:

The makers of the breakfast porridge Cream of Wheat is conducting “an immediate review” of the brand’s packaging, which prominently features a smiling Black chef.

The move by B&G Foods, based in Parsippany, New Jersey, comes on the heels of Quaker Oats announcing it’s doing away with the brand name Aunt Jemima for its syrup and Mars Inc. saying the company’s Uncle Ben’s rice would be changing its name.

B&G Foods said in a statement Wednesday that it was “initiating an immediate review of the Cream of Wheat brand packaging.”



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