Cream of Wheat becomes 4th major brand to consider removing ‘systemic racism’ image

Cream of Wheat has become the fourth brand in 24 hours to announce a review to its packaging in the wake of calls for racial equality after Uncle Ben's, Mrs Buttersworth and Aunt Jemima all announced overhauls

Another big corporate food purveyor is taking the long walk of white shame this week, for its crime of implying that black people are unusually good at making breakfast.

Cream of Wheat has joined Uncle Ben’s, Mrs. Buttersworth and Aunt Jemima in promising to overhaul its packaging, which also features a smiling African-American face. They are the fourth brand in a 24-hour period to announce a review of packaging as a nod to … racial equality.

According to MailOnline, B&G Foods announced in a statement on June 17 that it will rebrand its Cream of Wheat porridge, which shockingly features a black man in chef’s garb, so that it does “not inadvertently contribute to systemic racism.”

“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,” B&G said.

“B&G Foods unequivocally stands against prejudice and injustice of any kind,” gushed the provider of porridge.

Cream of Wheat is now the fourth brand with an African-American mascot to take the step to overhaul its image, as protests mount across America demanding an end to systemic racism following the death of black man in police custody in Minnesota.  

The U.S. brand has been under fire for some time over its black chef character, believed to have been inspired by Frank L. White, a Chicago chef who died in 1938.


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