Back in June, amidst a time of essential focus on racism, certain businesses realized that it was high time that they ditched some of the questionable, offensive iconography of their past. Chief among them were Aunt Jemima and Uncle Ben, two brands who are now in the process of deciding how to overhaul their identity.
Now, a few months later, the brand of candy-coated ice cream soon to be formerly known as Eskimo Pie is getting a new name. On October 2nd, Dreyer’s Grand Ice Cream announced that the brand shall henceforth be known as Edy’s Pie in honor of Joseph Edy, one of the founders of the ice cream company whose history dates back more than 100 years.
The announcement comes after Dreyer’s declared its intention to ditch the Eskimo Pie name back in June, amid widespread recognition that certain brands would have to do more than share platitudes on social media in order to more sincerely advocate for racial justice.
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“We are committed to being a part of the solution on racial equality, and recognize the term is inappropriate," Dreyer’s head of marketing Elizabell Marquez said in a June statement . "This move is part of a larger review to ensure our company and brands reflect our people values."
Though the classic treat has a storied history (which involves inventing the whole idea of candy-coated ice cream bars), the Eskimo/Edy’s Pie brand was not what it once was. According to Restaurant Dive, it was only the 19th most popular novelty ice cream brand in 2019, as Klondike Bars were purchased by roughly four times as many American consumers. Perhaps repositioning the iconic treat could help boost sales.
Edy’s Pie also isn’t the first brand to complete the name change process. In September, Uncle Ben’s became Ben’s Original in a move that would also see them change their box art. As for Aunt Jemima, a new name and brand identity is still pending.
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