NEW YORK— Dreyer’s Grand Ice Cream, a subsidiary of global ice cream maker Froneri, is retiring its Eskimo Pie brand due to racial stereotypes associated with the name.
The brand will change its name and remove imagery featuring the Eskimo Pie character. It plans to be in the market with a new name by the end of the year.
The word “Eskimo” has been a polarizing term, with critics saying it is a racist nomenclature originated by colonizers to refer to people native to the Arctic.
“We have been reviewing our Eskimo Pie business for some time and will be changing the brand name and marketing,” said Elizabell Marquez, head of marketing at Dreyer’s Grand Ice Cream. “We are committed to being a part of the solution on racial equality, and recognize the term is inappropriate. This move is part of a larger review to ensure our company and brands reflect our people values.”
The decision to rename the 99-year-old candy-coated ice cream bar follows similar moves by PepsiCo’s Aunt Jemima, Mars, Inc.’s Uncle Ben’s, B&G Foods’ Cream of Wheat and Conagra Brand’s Mrs. Butterworth brands.