For nearly a century, Eskimo Pie was a cherished name in the world of ice cream, known for its delicious chocolate-covered vanilla ice cream bars. However, the brand recently underwent a major transformation, changing its name to Edy’s Pie. This decision sparked debates around cultural sensitivity and the evolving responsibilities of brands in today’s social climate. Let’s dive into the story of Eskimo Pie, the controversy surrounding its name, the decision to rebrand, and the impact this change has had on both the company and its customers.
The Origins and Popularity of Eskimo Pie
The Eskimo Pie was first created in 1921 by Christian Kent Nelson, a schoolteacher who had the innovative idea of combining vanilla ice cream with a chocolate coating. After partnering with candy-maker Russell Stover, the product was rebranded from “I-Scream Bars” to Eskimo Pie, a name chosen to evoke the chilly, refreshing nature of the treat, reminiscent of the Arctic’s cold climate.
Throughout the 20th century, Eskimo Pie became a household favorite. It offered a unique twist on the traditional ice cream bar, capturing the hearts of children and adults alike. The brand gained widespread recognition and was considered a pioneer in the ice cream novelty market, establishing itself as a timeless classic.
The Controversy Over the Name
In recent years, awareness of cultural sensitivity and inclusivity has grown, leading to increased scrutiny of brand names, logos, and imagery. The term “Eskimo,” which had once been used to describe indigenous peoples of the Arctic, is now considered derogatory by many Inuit and Yupik communities. It is associated with colonial language and has a history rooted in discrimination.
As public awareness of these issues increased, the name Eskimo Pie began to draw criticism. In response to this shift in public consciousness, Dreyer’s Grand Ice Cream, the parent company of Eskimo Pie, faced mounting pressure to address the potential harm caused by the brand’s name. This debate was particularly relevant during a period of heightened social awareness, exemplified by the George Floyd protests and the global conversations around racial justice and equity.
The Decision to Rebrand
In June 2020, Dreyer’s Grand Ice Cream announced that it would change the name of Eskimo Pie as part of a broader effort to promote racial equality and social justice. The company announced that they intended the rebranding to create a more respectful and inclusive brand image, aligning with contemporary values and avoiding the perpetuation of harmful stereotypes.
After several months of deliberation, the company chose the new name, Edy’s Pie, in October 2020. This name was selected to honor one of the founders of Dreyer’s, Joseph Edy, while also retaining a connection to the brand’s history. The company rolled out the new branding with updated packaging, which removed any references to “Eskimo” and featured a modern design to appeal to contemporary consumers. For a closer look at the reasons behind the change, visit this detailed history of Edy’s Pie.
The Process and Challenges of Rebranding
Rebranding a beloved product like Eskimo Pie was no small feat. Here is the revised paragraph with sentences containing no more than 20 words:
The company had to navigate a complex landscape of consumer emotions. They balanced the desire to modernize with being socially responsible. At the same time, they maintained brand loyalty and recognition. The marketing team worked to communicate the reasons for the change clearly. They emphasized that the product’s quality and taste remained the same, despite the new name.
The new packaging and marketing campaigns aimed to reassure long-time fans of the ice cream bar. They also sought to appeal to new, socially conscious customers. Dreyer’s highlighted its commitment to inclusivity and respect for all communities. They hoped this would resonate with the changing values of their consumer base.
Impact on Sales and Market Presence
Initially, there was concern that the rebranding might alienate some loyal customers. These customers had fond memories associated with the name Eskimo Pie.. However, early sales data suggested that the change did not significantly impact the product’s popularity. Many consumers appreciated the company’s proactive stance on social issues. The brand’s continued market presence indicated that the rebranding was successful.
The transition to Edy’s Pie allowed the company to explore new markets and demographics. This was particularly true for those who prioritize ethical and inclusive branding practices. By keeping the same recipe and product quality, Dreyer’s reassured its existing customers. At the same time, it appealed to a broader audience interested in social justice and corporate responsibility.
Public Reaction and Social Media Response
The decision to rebrand generated widespread discussion on social media and other public forums. Many consumers expressed support for the change, viewing it as a necessary step toward greater cultural sensitivity. Hashtags like #Edy’sPie and #EskimoPieChange trended on platforms such as Twitter and Instagram, reflecting a mix of praise, curiosity, and criticism.
While some social media users welcomed the change as an act of inclusivity, others saw it as an overreaction to social pressure or a capitulation to “cancel culture.” Editorials and opinion pieces in various media outlets also weighed in, debating whether the rebranding was a meaningful move toward inclusivity or simply a superficial gesture.
This lively conversation underscored the power of social and cultural movements in influencing corporate decisions. It also highlighted the growing expectation for companies to reflect modern values in their branding and marketing strategies.
Broader Trends in Rebranding Controversial Products
The renaming of Eskimo Pie reflects a larger trend in the food and beverage industry, where companies actively re-evaluate their use of names, logos, and imagery that people may consider offensive or outdated.
Brands such as Aunt Jemima, now Pearl Milling Company, and Uncle Ben’s, rebranded as Ben’s Original, have also made similar changes to align with modern social values.
These rebranding efforts reflect a broader societal shift toward greater inclusivity and cultural sensitivity. While they may come with challenges, such as potential backlash from consumers resistant to change, the benefits of aligning with contemporary social values often outweigh the risks. For brands, this trend represents an opportunity to connect with new audiences and demonstrate a commitment to social responsibility.
FAQs About Eskimo Pie and the Rebranding
What is Eskimo Pie now called?
Edy’s Pie is the new name for the ice cream bar that was once known as Eskimo Pie.
Why did they rename Eskimo Pie?
They changed the name to remove the term “Eskimo,” which many indigenous Arctic communities consider offensive.
When did the name change occur?
Dreyer’s Grand Ice Cream decided to rename the product in June 2020. The new branding was introduced in October 2020.
Is Edy’s Pie the same product as Eskimo Pie?
Yes, Edy’s Pie is the same ice cream bar. Only the name and packaging have been updated to reflect more inclusive values.
How has the rebranding affected sales?
Sales have remained steady, with many consumers responding positively to the company’s efforts to promote inclusivity.
Conclusion
The rebranding of Eskimo Pie to Edy’s Pie marks a significant moment in the history of the ice cream industry. It reflects a broader shift toward cultural sensitivity and social responsibility.
The decision received mixed reactions but highlighted the importance of aligning brand identities with contemporary social values.
Brands today face increasing pressure to evolve in response to changing social norms and expectations. The story of Eskimo Pie demonstrates this shift. The journey from Eskimo Pie to Edy’s Pie serves as a reminder. It shows the power of cultural awareness in shaping the future of business. As Edy’s Pie continues to delight ice cream lovers, it carries forward a legacy thoughtfully updated for a modern audience.
By exploring the history, controversy, and rebranding of Eskimo Pie, we gain valuable insights into how brands adapt to cultural sensitivity. This process shows how companies navigate a complex and evolving social landscape. It highlights the balance needed to respect diverse communities while maintaining a strong market presence.. They must do this while also maintaining their market presence. As consumers, our awareness and expectations shape the choices that companies make. This, in turn, influences the products we find on store shelves.