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Cream of Wheat is an American brand of farina, a type of breakfast porridge mix made from wheat middlings. It looks similar to grits , but is smoother in texture since it is made with ground wheat kernels instead of ground corn.
Claimed likeness on Cream of Wheat box Frank L. White ( c. 1867 – February 15, 1938) was an American chef whose likeness, known as " Rastus ," is purported to have been featured on the packaging and advertising for Cream of Wheat breakfast cereal from the early 1900s until 2020.
The company acquired Grandma's Molasses from Mott’s Company in 2006 [13] and Cream of Wheat from Kraft Foods in 2007. [5] In 2010 it acquired the brands of Violet Packing including Sclafani and Don Pepino tomato products. [14] This was followed a year later by its 2011 acquisition of the Culver Specialty Brands division from Unilever for US ...
Cream of Wheat could soon become the latest recognizable food brand to alter the image on its boxes due to concerns of racial insensitivity, which would follow moves made by Aunt Jemima and others.
Popular brands offer up to 50% of the recommended daily value of iron in a single 500-kilojoule (120-kilocalorie) serving. In commercially available farina, the bran and most of the germ are removed. Cream of Wheat, Malt-O-Meal, and Farina Mills are popular brand names of breakfast cereal. To augment its mild taste, popular add-ins to cooked ...
Cream of Wheat and Mrs. Butterworth are the latest brands reckoning with racially charged logos.
Rastus is also the name of the African-American character who first appeared on packages of Cream of Wheat cereal in 1893 and whose image remained the Cream of Wheat trademark until the 1920s, [13] when it was replaced by a purported photograph of Frank L. White, a Chicago chef wearing a chef's hat and jacket; White claimed to have been the ...
Within one day of the June 2020 announcement, other similarly motivated rebrandings and reviews of brand marketing were also announced, including for Uncle Ben's rice (which was renamed Ben's Original), the Mrs. Butterworth's pancake syrup brand and bottle shape, and the "Rastus" Black chef logo used by Cream of Wheat. [7]