13 Product Mascots That Were Retired After Controversy
Mascots have long been the friendly faces of some of the world’s most recognizable brands. They help sell products, build trust, and create lasting impressions with consumers. However, not all mascots age well or reflect the values of a changing society.
- Tricia Quitales
- 6 min read
Product mascots were once marketing gold, often used to connect emotionally with audiences and boost brand recognition. Over time, changing cultural norms and growing public awareness around race, gender, and representation forced companies to reconsider how these characters were perceived. These 13 cases highlight how even the most recognizable symbols can fall out of favor when viewed through a modern lens.
1. Aunt Jemima
Unknown author on Wikimedia
Aunt Jemima was one of the longest-running mascots in American advertising history. Introduced in the late 1800s, her image was rooted in racial stereotypes from the minstrel era. Critics argued that the character reinforced harmful depictions of Black women as submissive and domestic. In 2020, amid heightened racial awareness, Quaker Oats announced the retirement of Aunt Jemima and rebranded the product as the Pearl Milling Company. The change reflected a broader industry reckoning with outdated and offensive imagery.
2. Uncle Ben
Uncle Ben’s Co. on Wikimedia
Uncle Ben represented a trusted, older Black man whose face appeared on rice packaging for decades. Although the character was meant to convey quality and tradition, many viewed the imagery as a symbol of servitude and racial inequality. The name “Uncle” was also criticized for being historically used in place of honorifics denied to Black men. In 2020, Mars, Inc. rebranded Uncle Ben’s as Ben’s Original, removing the character entirely. The update aimed to reflect inclusivity and modern values.
3. Cream of Wheat Chef (B&G Foods)
Public domain on Wikimedia
The Cream of Wheat mascot, a smiling Black chef, had appeared on packaging for over a century. While intended to project warmth and hospitality, critics pointed out its connection to the stereotypical portrayal of African Americans in servile roles. The imagery was seen as a relic of a time when brands relied on racial caricatures. Following public concern and industry reflection, B&G Foods retired the chef image in 2020.
4. Chiquita Banana Lady
MarkBuckawicki on Wikimedia
The Chiquita Banana Lady began as a cartoon figure in the 1940s and later evolved into a live-action character inspired by Carmen Miranda. While she was playful and musically vibrant, the portrayal leaned heavily on exaggerated Latin American stereotypes. Critics argued that the character reduced an entire culture to a tropical cliché for branding purposes. Over time, Chiquita phased out the character, opting instead for a simple logo without a human mascot.
5. Frito Bandito (Fritos)
popmelon on Pixabay
The Frito Bandito was introduced in the 1960s as a cartoon mascot with a thick accent, sombrero, and guns. Meant to be humorous, he quickly drew criticism for promoting negative Mexican stereotypes. Advocacy groups like the National Mexican-American Anti-Defamation Committee campaigned for his removal. The pressure led Fritos to drop the character by the early 1970s. His retirement marked one of the earliest examples of corporate response to cultural backlash.
6. Miss Chiquita
Chiquita Brands International logo (2018). © Chiquita Brands International. Licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0). No changes were made.
Though different from the Chiquita Banana Lady’s live-action portrayal, the cartoon Miss Chiquita faced similar scrutiny. The character was often drawn with exaggerated curves, flirty expressions, and exotic flair. Critics felt the mascot objectified Latin women and perpetuated harmful tropes. As branding modernized, the company minimized its use and gradually transitioned to a fruit-only logo. The shift aimed to keep the brand fresh while avoiding controversial imagery.
7. Eskimo Pie Kid
Duluth Creamery Produce Co. on Wikimedia
The Eskimo Pie brand had long featured a smiling child in traditional Inuit clothing. Over time, the use of the term “Eskimo” and its portrayal have come under fire for being outdated and culturally insensitive. Indigenous communities and scholars noted that the term was considered derogatory by many. In response, Dreyer’s rebranded the product as “Edy’s Pie” in 2020 and retired the mascot entirely. The change reflected an effort to respect cultural identity and modern sensibilities.
8. Sambo’s Restaurant Mascot
Unknown author on Wikimedia
Sambo’s was a restaurant chain that used imagery and themes based on the controversial children’s book The Story of Little Black Sambo. Its mascot and branding drew heavy criticism for racial insensitivity and promoting caricatured depictions of Black people. Public protest and changing attitudes toward race and equality eventually led to a rebranding effort. Many of the restaurants changed names or closed completely by the early 1980s.
9. Colgate’s Darkie Toothpaste Mascot
Battlesnake1 on Wikimedia
Originally marketed in Asia, the product featured a Black man in a top hat with exaggerated features and was named “Darkie.” It drew global outrage for its blatant racism and insensitivity. Under pressure, Colgate-Palmolive rebranded the toothpaste as “Darlie” and altered the imagery to be racially ambiguous. However, the legacy of the original branding continues to spark debate. The controversy highlighted the importance of global cultural responsibility in branding.
10. Land O’Lakes Native American Maiden
Land O Lakes on Wikimedia
The Land O’Lakes butter packaging featured a Native American woman kneeling with a box of butter, known as the “butter maiden.” Though iconic, critics said the image reduced Native identity to a marketing tool and perpetuated stereotypes. In 2020, the company removed the mascot as part of a rebranding effort focused on its farmers and cooperative values. The updated packaging now features natural landscapes without the character.
11. Robertsons’ Golliwog (UK)
Public domain on Wikimedia
Robertsons used the Gollywog character on its jam and marmalade jars for decades in the United Kingdom. The mascot was based on a Black caricature with exaggerated features and minstrel roots. Although once popular, the image became increasingly controversial due to its racist implications. Public pressure and shifting attitudes eventually led the brand to drop the character entirely in the early 2000s. Its retirement marked a significant move toward dismantling offensive branding in the food industry.
12. Coon Cheese (Australia)
Polina Tankilevitch on Pexels
Coon Cheese, an Australian brand, had long been criticized for its name, which many viewed as a racial slur. Although the company once claimed the name referred to a cheesemaker, public perception continued to associate it with offensive language. After years of debate, the brand rebranded to “Cheer Cheese” in 2021 and removed any controversial references. The change reflected a growing demand for inclusivity and cultural respect in product naming.
13. Chef Pietro (Pizza Pasta Sauce)
Lazarus Ziridis on Pexels
Chef Pietro was used as the face of a pizza sauce brand and portrayed with exaggerated Italian features and gestures. Though seemingly light-hearted, the character drew criticism for reducing Italian culture to hand motions and accents. Over time, the stereotype became less acceptable in modern advertising. The brand quietly phased out the character in favor of cleaner, more food-focused packaging. The move aligned with changing tastes in both food and representation.