Eskimo Pie rebranding to ditch 'derogatory' name
It follows a number of other companies attempting to bring brands up to equality standards
Dreyer’s Grand Ice Cream has announced it is to change the name of its Eskimo Pie in recognition of its derogatory connotations. This is to bring the brand more in line with racial equality principles.
The company says it has been reviewing the name of this product, along with others in its range, for some time. Eskimo Pie is a chocolate covered ice cream lolly, similar to a Magnum.
Although used widely in Alaska to refer to Inuit and Yupik people, the name tends not to be used elsewhere. It was designated by non-Inuits, and its literal origin means 'eater of raw meat'. As such, it is seen by many as derogatory.
Elizabell Marquez, head of marketing at Dreyer’s Grand said in a statement, “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.”
Dreyer's Grand is the latest in a list of companies dropping racially charged brand nomenclature in an attempt to achieve a less problematic identity. Mars Inc and Quaker Oats have also announced changes to some product lines, including Uncle Ben's and Aunt Jemima to move away from unwelcome racial stereotypes.
The change is a result of the recent Black Lives Matter protests
Uncle Ben's rice products are to rebrand as a result of the Black Lives Matter movement
It has yet to be confirmed what Eskimo Pie, or any of the other products, will be named.