Aunt Jemima, The Cultural Icon of the 20th Century
March 26, 1937
First conceived by entrepreneur Chris Rutt and his partner Charles Underwood, this ready-mixed, self-rising pancake flour was developed and packed, but not named until 1937. Originally sold as “Self-Rising Pancake Flour,” packaged in bags, the two experimented with a variety of recipes before settling of theirs in 1889. After hearing a tune called “Aunt Jemima” sung by a black-face performer, Rutt decided to use the song’s title as the name for his mix.
By creating a persona for Aunt Jemima, her highly publicized appearance prompted thousands of orders for the pancake flour. Her story was flashed out in North American women’s magazines during the 1920s and 1930s. Dozens of women in radio and television commercials later played her character, creating an advertising icon. Aunt Jemima’s skin was lightened and she was slimmed down in the years following, creating a somewhat younger-looking image.
The image of the smiling black woman first appeared on Aunt Jemima pancake mix boxes in the early 1890s and has been carried through the 20th century. The Aunt Jemima trademark has mirrored changing perceptions of African American women in America through the years, becoming a cultural touchstone of political and social change.