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What’s in a name? If the name is ‘jimmies’, it’s hard to say, but one ice cream maker in Massachusetts takes no chances.
Brigham’s Ice Cream changed the name of its “Just Jimmies” flavor to “Just Sprinkles” somewhere last year.
“Jimmies” is what some New English call the ice cream topping that most Americans call “sprinkles”. The history of the term “jimmies” is not clear – several companies claim to have invented it and the topping – but some people now say it is a derogatory term associated with Jim Crow, the racist caricature used to discriminate laws have come to a standstill. and segregation implemented after the Civil War.
Brigham’s Ice Cream changed the name of its “Just Jimmies” flavor to “Just Sprinkles” somewhere last year. (iStock)
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Even the website with the fact-checking Snopes ruled the Jim Crow connection as ‘unproven’.
So why change the name if it is racist or not? Lynne Bohan, a spokeswoman for Brigham’s parent company, HP Hood, told the Lynnfield Patch this week: ‘Although the origin of the word’ jimmies’ is unclear, Brigham has decided to change the name to ensure that the brand reflects our values and meets our consumers’ expectations ”
“Just Sprinkles remains the same flavor / recipe that Brigham’s fans know and love,” Bohan told Patch.
Brigham’s Ice Cream changed the name of its “Just Jimmies” flavor to “Just Sprinkles” somewhere last year. (iStock)
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Readers in the Patch article’s comments section were mostly against the change.
‘Yikes. Stupid, ”one wrote. “Please stop the madness.”
Another lamented it as a case of ‘cancel culture’.
“They can do what they want, but to me they will always be ‘jimmies’ and I will never stop calling it that,” they wrote. a business or a person? ‘
The name change only made the news this week, but it apparently happened this past summer when larger brands that were previously known under names like Uncle Ben and Aunt Jemima also changed their names due to accusations that they were rooted in racism.
A New England law professor specializing in trademarks noticed the change last September.
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Since then, Mars Inc. introduced its 70-year-old rice brand under the new name Ben’s Original and PepsiCo chose to rename its popular syrup as Pearl milling Company. Other food businesses have also made changes, including Land O’Lakes dropping the American Indian woman from its logo.