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What’s in a name? If the name is “jimmies,” it’s hard to say, but a Massachusetts ice cream producer is taking no chances.
Brigham’s Ice Cream changed the name of its flavor from “Just Jimmies” to “Just Sprinkles” last year.
“Jimmies” are what some New Englanders call the ice cream that most Americans call “sprinkles”. The history of the term ‘jimmies’ is unclear – several companies have claimed to have invented and trimmed it – but some people now say it is a derogatory term related to Jim Crow, the racist cartoon that has come of it. to represent discriminatory laws and the segregation put in place after the civil war.
Brigham’s Ice Cream changed the name of its flavor from “Just Jimmies” to “Just Sprinkles” last year. (iStock)
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Even the fact-checking website Snopes ruled the Jim Crow connection unproven.
So why change the name whether or not it can be racist? Lynne Bohan, spokesperson for Brigham’s parent company, HP Hood, told the Lynnfield Patch this week that “although the origins of the word ‘jimmies’ are unclear, Brigham made the decision to change the name to s ‘ensure that the brand reflects our values and meets the expectations of our consumers ”
“Just Sprinkles remains the same flavor / recipe that Brigham fans know and love,” Bohan told Patch.
Brigham’s Ice Cream changed the name of its flavor from “Just Jimmies” to “Just Sprinkles” last year. (iStock)
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Readers of the comments section of the patch article were mostly against the change.
“Yikes. Stupid, ”one wrote. “Please stop the madness.”
Another lamented it as a case of ‘culture cancellation’.
“They can do whatever they want, but to me they will always be ‘jimmies’ and I’ll never stop calling them that,” they wrote. “How the hell could that word have EVERYTHING to do with the ‘values’ of a company or person is beyond me.”
The name change just made the news this week, but it appears to have happened last summer, when bigger brands once known by names like Uncle Ben and Aunt Jemima also changed their names due to accusations. that they were rooted in racism.
A New England trademark law professor noted the change last September.
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Since then, Mars Inc. has unveiled its 70-year-old rice brand under the new name Ben’s Original and PepsiCo has chosen to rename its popular syrup as the Pearl milling Company. Other food companies have also made changes, including Land O’Lakes removing the Native American woman from its logo.
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