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The image of a Black chef will be removed from Cream of Wheat’s packaging, B&G Foods announced Thursday, as companies continue to reckon with names and logos criticized as racially insensitive.“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,” said B&G in aThe image will be dropped, per the statement, and new packaging is expected to roll out in the first quarter of 2021.
Cream of Wheat featured chef character Rastus, a racial caricature considered derogatory to Black men, on the cereal’s packaging from 1890 until 1920. As protests swept across the country following the May 25 death of George Floyd, a number of household name brands—including Aunt Jemima, Uncle Ben’s, Mrs. Butterworth’s, Cream of Wheat and Eskimo Pie—were criticized for racial stereotyping or racist imagery. These brands all committed to reassessing their packaging and changing where necessary.
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