Eskimo Pies – those chocolate-covered, vanilla ice cream bars on a stick from your childhood – are being rebranded.
Elizabell Marquez, head of marketing for the brand’s parent company Dreyer’s Grand Ice Cream, told Rolling Stone.
“We have been reviewing our Eskimo Pie business for some time and will be changing the brand name and marketing.
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.”
As part of its rebranding efforts, the company will discontinue all uses of the “eskimo” cartoon character on it is packaging and introduce a new brand name by the end of the year.
The word “Eskimo” is a polarizing term, of course, first used by colonizers of the Arctic regions referring to Inuit and Yupik people.
This rebranding happens on the heels of other brands – Aunt Jemima, Uncle Ben’s, Cream of Wheat, and Mrs Buttersworth– changing with the times.
(via Rolling Stone)