“Cream of Wheat” removing iconic Black Chef from branding

“Cream of Wheat” will be removing the iconic Black chef on their packaging that has been part of the brand since 1893.

This comes after parent company B&G foods launched a review of the branding 3 months ago in June.

The company explained their move in a statement.

“For years, the image of an African-American chef appeared on our Cream of Wheat packaging. While research indicates the image may be based upon an actual Chicago chef named Frank White, it reminds some consumers of earlier depictions they find offensive. Therefore, we are removing the chef image from all Cream of Wheat packaging.”

This move follows similar decisions by the makers of Aunt Jemima syrup, and Uncle Ben’s Rice, which has been recently re-named “Ben’s original” with the logo also removed.