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Aunt Jemima was a benchmark in the pancake flour segment for a long time, until it was banned from using an African-American image.
The flour for hot cakes segment is a very important one, which has been consolidated in the breakfast category.
These actions against hot cake flours remind us of measures that have been taken against products such as cereals with measures such as the new labeling.
The prophecy released a study on flours to prepare hot cakes and the conclusions reached in a study published in the Consumer Magazine, show the challenges that exist in this category and the measures that will be taken against brands such as the Mexican version of aunt jemima.
Breakfast is a moment of the day that motivates all types of consumption as measured CivicScience in a study where he found that eggs, bacon and pancakes They are the main foods that are consumed at the start of the day, hence the importance of the prohibition that Profeco has made to a significant number of brands of flour for pancakes.
Flours for pancakes
The Mexican version of the famous aunt jemima never imagined that, after replacing one of the most valued brands in the category, it would end up being withdrawn by Profeco, because that body accuses Gamesa Select and traditional games of containing more than what they declare, exceeding the three percent margin of error that the dependency allows.
Other brands that also fail to comply by having more than what has been declared are QuakersPronto and Pronto premixed, which is one of the most attention-grabbing, as it is a product that only needs to be hydrated to be ready and cooked.
Other brands that failed to comply and will be withdrawn are Dinat, Dinat low in sugar; Bob’s Red Mill Homestyle without gluten; Tasty; Morama; integrate; true amaranth and eat naturally lemon lime.
There are other brands that failed to declare the protein they contained, so brands like D’MillsIntegra, Morama, World Light and Ruf, thus realizing the abundance of products that use bad marketing strategies, for not supporting what they promote with what they contain.
Profeco’s decision against wheat flour hot cakes It is not the first that the government has taken drastically, in the breakfast segment.
At the time, the Official Mexican Standard (NOM) 051 dictated that the appearance of animated mascots in food products was prohibited, with which the promotion strategy of categories such as breakfast cereals, used to selling their products, was suddenly changed. with the appearance of huge characters on their packaging.
The measure was part of the so-called new labeling policy, in which products with an excess of ingredients harmful to health, in addition to carrying an alarming label that warns of their excesses, were prevented from showing mascots that encouraged consumption.
At the time, this led to the disappearance of mascots like the tiger Toño de Zucaritas on cereal packages; Melvin from Choko Krispis or the typical Gansito baby goose.
With this series of changes, it is demonstrated how important the regulation of food products is in the Mexican market and the role assumed by authorities such as Profeco, to carry out these exercises in a broad manner, impacting an entire category such as flour for pancakes.