Online critics slam Aunt Jemima’s new name Pearl Milling Company

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Aunt Jemima’s new name, Pearl Milling Company, is getting battered online for sounding like an unappetizing “gravel mining company” or “a James Bond villain.” The unsavory reviews are pouring in from Twitter, with some breakfast buffs threatening to switch to Pearl Milling’s competitors, Mrs. Butterworth’s or Log Cabin, over the revamp. “I think it sounds like a gravel mining company,” lawyer Michelle Rozovics wrote. Another said Pearl Milling Company sounded like “something owned by a James Bond Villain.” Meanwhile, one critic noted, “Pearl Milling Company? Sounds like a generic house brand for Dollar General.” Some even vowed to boycott the brand altogether.