Eskimo Pie to rebrand as Polar Pie

Peters Ice Cream will change the name of its Eskimo Pie.

The company announced yesterday the ice cream would be renamed as Polar Pie in Australia.

The dark chocolate coated vanilla ice cream has been was created 100 years ago, and has been available for sale in Australia since 1923. In a statement on the change, Peters said it acknowledged it was time for a change.

“Peters Ice Cream is committed to being a part of the solution on racial equality and we acknowledge that now is the time for change. Eskimo Pie is a brand which has been within our portfolio for many decades and has a loyal consumer base who adore the product.”

“We have chosen to rename the product “Polar Pie” as this retains a strong association back to the original brand and product idea – a frozen treat you eat much like a pie – with your hands and hence the name Polar Pie!

The US subsidiary for Froneri, Dreyer’s Grand Ice Cream, announced in June it would be changing the product name to be more inclusive. Head of marketing for Dreyer’s Elizabell Marquez said it a statement the brand has been rethinking the brand for some time.

“We are committed to being a part of the solution on racial equality, and recognize the term is derogatory,” she said.

“This move is part of a larger review to ensure our company and brands reflect our people values.”

The term Eskimo is considered racially offensive term for indigenous peoples of Alaska and Arctic regions such as Greenland and Siberia.

The US product will be renamed Edy’s Pie and the Inuit character and imagery will also be removed from its branding. The relaunched products will be available there from next year.

The rebrand is the latest in the wake of the global Black Lives Matter movement, which has highlighted racial inequalities and injustices, as well as commercial branding considered out of step with current sentiment.

The Uncle Ben’s brand last month announced it would remove all imagery and be renamed Ben’s Original, following criticism it reinforced racial stereotypes.

Earlier this year Nestlé announced it would rebrand its Chicos and Red Skins confectionery lines, while Saputo Dairy Australia has also said they will be ‘retiring’ the branding of its Coon Cheese line.

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