Mrs. Butterworth's

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Mrs. Butterworth's Packaging.jpg

Mrs. Butterworth's is an American brand of syrups and pancake mixes that is owned by Conagra Brands. The syrups come in distinctive bottles shaped in the form of a matronly woman, Mrs. Butterworth. The syrup was introduced in 1961.[1]

Racial Issue

Weeks of global protests following the May 25 death of George Floyd have led to a reckoning in the business world. Within the span of less than 12 hours on Wednesday, Aunt Jemima, Uncle Ben's, and Mrs. Butterworth’s bowed to public pressure to confront the racist histories of their brands logo packaging.

Though there have been debates over Mrs. Butterworth’s race, some have associated the shape of the brand’s syrup bottles with the offensive "Mammy" racial caricature of stereotype for Black women.[2] The image of the bottle and its dark color when filled with syrup has led it to be seen as a Black stereotype, the news outlet reported.[3]

Rebranding

Mrs. Butterworth’s brand, including its syrup packaging, was intended to “evoke the images of a loving grandmother,” the company recognizes how it may be perceived differently. “We understand that our actions help play an important role in eliminating racial bias and as a result, we have begun a complete brand and packaging review on Mrs. Butterworth’s,” Dan Skinner Conagra Brands Communications Manager Dan Skinner said.[4]

Trough the official press released by Conagra at June 17, 2020. The brand said will stand in solidarity with Black and Brown communities and recognize that the brand packaging may be interpreted in a way that is wholly inconsistent with their values. It's heartbreaking and unacceptable that racism and racial injustices exist around the world. Conagra promise will be part of the solution and willing to work together to progress toward change.

Yet nothing comes again to the surface regarding the update on packing review of Mrs. Butterworth’s until this article written.

External Link

Read Conagra official press release here

References

  1. Mrs. Butterworth's. Retrieved December 26, 2020.
  2. Tyko, Kelly. Conagra Brands reviewing Mrs. Butterworth's brand after Aunt Jemima, Uncle Ben's announcements, usatoday.com, 17 June 2020. Retrieved December 26, 2020.
  3. Koop, Chacour.Mrs. Butterworth’s syrup says it will review branding due to racial bias concerns, miamiherald.com, 17 June 2020. Retrieved December 26, 2020.
  4. McEvoy, Jemima. Mrs. Butterworth’s To Undergo A ‘Complete Brand And Packaging Review’ Along With Aunt Jemima, Uncle Ben’s, forbes.com, 17 June 2020. Retrieved December 26, 2020.