Eskimo Pie Unveils New Branding After Pausing Production Due to Derogatory Name
Nestle Eskimo Pie
Eskimo Pie is renamed after previously acknowledging the insensitivity of its name and logo to indigenous arctic communities.
Dreyer's Grand Ice Cream announced last Friday that the popular chocolate-coated vanilla ice cream bar is now called Edy's Pie, a nod to one of the company's founders, Joseph Edy.
"Our mission at Dreyer's Grand Ice Cream is to bring joy to everyday life with ice cream, and we look forward to our Edy's Pie ice cream bars continuing to do just that," said Elizabell Marquez, marketing director at Dreyer's Grand Ice Cream, in a statement to CNN.
Marquez also said the Nestlé company has "stopped" producing the Eskimo Pie until the new brand hits the market, which Dreyer expects in early 2021.
Nestle Edy's Pie
Dreyer's announced in June that it would rename Eskimo Pie because of its “derogatory” product name after the nationwide protests against racial justice following the death of George Floyd.
"We are determined to be part of the racial equality solution and recognize that the term is derogatory," Marquez said in a statement at the time. "This step is part of a broader review to ensure our company and brands reflect the values of our people."
RELATED: Aunt Jemima Gradually Renames Aunt To Make Advances On The Road To Racial Equality
While Eskimo Pie has been around for over a century, the ice cream is no longer as popular as it used to be.
According to Restaurant Dive, Eskimo Pie was only the 19th most popular new ice cream brand in 2019 with 9.93 million consumers. By comparison, Klondike bars were bought by 40.11 million Americans last year.
Dreyer's is now joining other brands that are changing the names and images of products that use racist stereotypes, such as Aunt Jemima, Uncle Ben's, and Mrs. Butterworth's.
To combat systemic racism, consider learning from or donating to these organizations:
• Campaign Zero (joincampaignzero.org), which uses research-proven strategies to end police brutality in America.
• ColorofChange.org is working to make the government more responsive to racial differences.
• The National Cares Mentoring Movement (carementoring.org) provides social and academic support to help black youth achieve success in college and beyond.
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