NESTLÉ responded quickly after the “Negrita” cookie was labeled as culturally insensitive, announcing that the cookie’s name will be changed to “Chokita”, Wednesday, July 21, 2021.
“This decision is the result of a company-driven evaluation that seeks to identify concepts that could be considered inappropriate, in light of the increased awareness about brands and their visual language regarding the use of stereotypes or cultural representations,” NESTLÉ said in a statement.
NESTLÉ claims that their company’s strength is built on a “diverse and inclusive culture.” Moreover, their values are based on respect and support for the abolition of racist or discriminatory behaviors.
“That is why the company works because this not only applies within the company but also in the way they express themselves publicly,” they added.
“NESTLÉ is convinced that its consumers will understand and appreciate this decision that reflects, represents, and respects society in all its diversity,” they ended.
“Negrita”, a vanilla cookie smothered in chocolate, has been sold in Chile for over 60 years.
Meanwhile, the cookie’s new brand, “Chokita”, will be available in the market starting October.
According to NESTLÉ, the name “Chokita” refers to the cookie’s “unmistakable chocolate flavor.”
The food and beverage giant also reiterated that the change of name will not, in any way, affect the cookie’s quality and flavor.
Elvira Cristi, the cookie’s former commercial model, expressed her support for the brand’s name change in an Instagram post.
https://www.instagram.com/p/CRmHWx_M57X/
“’Chao Negrita’, Welcome the new times. So it should be,” she captioned the post.
Cristi’s post also included hashtags about diversity, inclusion, and respect. Cristi appeared in the 1993 advertisement for the product.
Negrita, which means “little black person,” is the female form of the male version “negrito,” which recently got Uruguayan footballer Edinson Cavani punished for racism, and cost him a fine of 100k Pound Sterling or PHP6.9 million and a ban for three games.
BREAKING: #MUFC forward Edinson Cavani has been given a three-match ban and fined £100,000 for a comment posted on social media, the Football Association has announced.
?Listen → https://t.co/VJgUHnqdM1 pic.twitter.com/DBHf8sUvAz
— talkSPORT (@talkSPORT) December 31, 2020
Source: https://www.nestle.cl/media/nestle-cambiara-marca-negrita-en-linea-con-su-cultura-de-respeto-y-no-discriminacion
