Cream of Wheat Logo

Cream of Wheat LogoCream of Wheat Logo PNG

The Cream of Wheat logo embodies its uniform texture, lightness, and nutrition. Its symbols look like a light breakfast cooling on a plate, over which steam rises. The emblem’s main characteristics are softness and tenderness.

Cream of Wheat: Brand Overview

Cream of Wheat is a specially ground wheat porridge resembling semolina with a smooth texture. It is used as a quick hot breakfast and is designed for people of all ages. This silky texture was first achieved at the Grand Forks mill in North Dakota. The time of appearance of the product is 1893. That’s when it was first introduced to the general public. It happened at the World’s Columbian Exposition in Chicago (Illinois). Until 2007, the brand belonged to Nabisco, a Kraft Foods corporation. In the winter of the same year, it was bought by B&G Foods, a food products holding company.

In 1893, the Cream of Wheat story began by chance in a small flour mill in Grand Forks, North Dakota. During his visit, food broker Emery Mapes saw a white powder known as farina, a byproduct of milling wheat. Mapes made porridge out of it and found it creamy and tasty.

Seeing its potential as a healthy and easy breakfast, Mapes teamed up with Thomas Amidon to buy the rights to this product. They started selling it as Cream of Wheat in 1897. Initially, it was sold locally in North Dakota and Minnesota. Thanks to good marketing, it quickly became popular across the country.

In the early 1900s, Cream of Wheat became famous for its bright ads and a cheerful chef character named Rastus. Though Rastus later caused controversy, he was key to making Cream of Wheat known.

In the 1920s and ’30s, the brand grew by adding new products like Instant Cream of Wheat. After World War II, it joined the Nabisco family, getting a boost in distribution and marketing.

Despite changing hands several times, including being bought by Kraft Foods in 2007, Cream of Wheat’s basic product and reputation as a healthy, convenient breakfast stayed the same.

Today, Cream of Wheat is still loved in the U.S. and Canada. It might not outsell some cereals, but many love its smoothness and mild taste. It’s been a part of American breakfasts for over a century, appreciated for its simplicity, nutrition, and nostalgic feel.

Even as breakfast trends change, the classic appeal of Cream of Wheat means it will likely stay in American kitchens for many more years.

Meaning and History

Cream of Wheat Logo History

In the year of the economic depression in Diamond Milling Company’s hometown (it originated just in 1893), prices and demand for flour began to fall. The head miller suggested switching to ground grits for porridge, which his wife usually made from the unused portion of the wheat grains. The flour miller sent samples of semolina flour to all his regular customers and received an affirmative response. The telegram indicated agreement to receive a carload of such powder instead of regular flour.

Then, Diamond Milling opened mass production of fine grits and eventually switched to using them alone. As demand increased, the firm moved to Minneapolis, Minnesota, and established a new plant there. This event took place in 1897. At the same time, the company changed its name to Cream of Wheat Company and focused on quick brewing powders. In its assortment appeared products not only from wheat but also from other cereals.

Everyone admired the contents of the bags, but on the contrary, they were indignant about their appearance. The thing is that the original boxes had a picture of an African-American chef. They gave him the name Rastus and began to use it everywhere: on packaging, signs, and advertisements. For a long time, it was thought that the prototype for the character was Chef Frank L. White. There is even an engraving of his tombstone with the name and image of the man from the trademark boxes of wheaten cereal. But then, because of racist currents, the image had to be changed. There are three logos in the history of the Cream of Wheat brand.

What is Cream of Wheat?

This is an American culinary brand from the city of Grand Forks, North Dakota. He appeared in 1893 and introduced packaged instant cereals to the market. Since 2007, it has been part of the largest food industry holding B&G Foods. The current Cream of Wheat logo contains only the brand name, whereas it featured a black chef earlier. After accusations of racism, the company was forced to remove it.

1893 – 1998

Cream of Wheat Logo 1893

One of the first logos shows a cook with a saucepan on a long handle. He wears a bow tie, tunic, and cap. He touches a small tray with a deep smoking plate with one hand. On the other hand, a maid in a long white apron holds it. The cook’s face is smiling, and the maids are focused but friendly. The characters are drawn in a realistic, full-length style.

Behind them is a long vertical rectangle in red. It contains important information about the product and its manufacturer. The text is written in different fonts so that its parts are not perceived monotonously but stand out clearly. Because of the ornaments on the edges, the background rectangle looks like a kitchen towel.

1998 – 2020

Cream of Wheat Logo 1998

The logo was simplified and redesigned. Everything except the African-American chef disappeared from it. He’s holding a dish with a plate with steam coming out of it with one hand: a sign that the food is hot and fresh. A red one has replaced the dark bow tie. But the cap and tunic remained the same. A pair of golden wheat ears is depicted in front of the friendly, smiling cook. Around him are gray shadows better to distinguish the white clothing on a white background. The foreground is occupied by the brand’s name, done in blue letters with a gradient. The characters are large, capitalized, and outlined in white.

2020 – today

Cream of Wheat Logo

After the redesign, the logo was further simplified—the image of the chef disappeared. The developers also tweaked the letters but kept their original shape. The “R” and “A” have elongated and pointed feet, while the “W” has the right top. “EA” was split, and “AM” was left fused. The outlines were also removed, so the letters look thinner than before.

Cream of Wheat: Interesting Facts

Cream of Wheat, a beloved hot breakfast cereal, has been comforting in American homes since 1893.

  1. Origin Story: Born in Grand Forks, North Dakota, by wheat millers, Cream of Wheat first appeared at the 1893 World’s Columbian Exposition in Chicago, quickly becoming a favorite.
  2. Famous Mascot: The brand was long represented by “Rastus,” a cheerful African American chef. This image has evolved due to feedback about racial stereotypes.
  3. Nutritious Breakfast: Packed with iron and calcium, Cream of Wheat is a healthy breakfast that provides energy through carbohydrates.
  4. Flavors and Options: In addition to its single original style, it offers various flavors, such as Cinnabon and Maple Brown Sugar, plus options like instant and whole grain.
  5. Beyond breakfast: While wheat cereal is designed for breakfast, it is versatile enough for a wide variety of recipes, from cakes and breads to meatballs.
  6. Contribution to War Effort: During both World Wars, Cream of Wheat was valued for its portability and nutrition, serving as a vital food source for soldiers.
  7. Artistic Ads: Early advertising for Cream of Wheat is known for its artistry. Famous artists created scenes that evoke the cereal’s comforting warmth. These ads are now collectibles.
  8. Marketing Innovations: The brand pioneered billboard advertising and creating a marketing character, setting the stage for future brand mascots.
  9. Nutritional Research: In the early 1900s, Cream of Wheat conducted studies to highlight its health benefits, being ahead of its time in using scientific research to back its product.
  10. Cultural Resonance: It has left its mark on American culture, appearing in songs, books, and movies, symbolizing comfort and home for many.

Cream of Wheat’s lasting legacy speaks to its role in American history, its nutritional benefits, and the warm memories it creates for countless people.

Font and Colors

Cream of Wheat Emblem

For almost as long as artist Edward V. Brewer proposed the logo, the public condemned it. Many have demanded that the symbol of racism, Rastus’s character, be removed. Because of this, B&G Foods was under a lot of pressure from activists for a long time. The reason was the African-American Black Chef depicted on the product packages. In addition, “Rastus” is a derogatory term in the United States. In 2020, protests intensified, and most brands were forced to redesign to remove people with dark skin from the emblems.

The trademark consists of the words “CREAM,” “OF,” and “WHEAT” spaced separately. The first and third have the same garnishment – individual, stylized. A union connects them in the middle. An outline makes it.

Cream of Wheat Symbol

All logos feature white and blue in several shades. Early versions also had brown, yellow, and red.


What is the meaning of Cream of Wheat?

Cream of Wheat is a beloved American breakfast food known for its warm, comforting bowls of porridge. Made from flour, a byproduct of milling wheat, it becomes a creamy, smooth porridge when cooked with water or milk. Unlike grits, which are coarser since they’re made from ground corn, Cream of Wheat boasts a uniquely smooth and creamy texture due to the finely ground wheat it’s made from.

This breakfast option is loved for more than just its texture. It’s incredibly versatile, allowing numerous toppings, from sweet fruits and honey to savory cheese and herbs. This versatility has made Cream of Wheat a staple in many American homes, providing a quick, nutritious, warming, and energizing breakfast.

But Cream of Wheat is more than a simple porridge; it’s an important part of American food culture. Since 1893, it has warmed up mornings across the country, evolving while remaining a cherished comfort food. For many, it’s not just breakfast; it’s a reminder of family, comfort, and home.

What is the brand name of Cream of Wheat?

Cream of Wheat is a well-known brand in the breakfast food industry. It is famous for its hot wheat cereal, which is comforting and nutritious. Owned by B&G Foods, this brand has been a favorite for breakfast in American homes since its introduction in 1893. B&G Foods takes pride in keeping the quality and tradition of Cream of Wheat alive, ensuring it continues to be a go-to breakfast choice.

For over a century, people have loved Cream of Wheat’s smooth texture, simple preparation, and wholesome start to their day. B&G Foods has been introducing new flavors and options to meet changing tastes and dietary needs without changing the classic experience of Cream of Wheat.

Thanks to B&G Foods’ wide distribution network and marketing skills, Cream of Wheat reaches beyond home kitchens. It’s also found in schools, hospitals, and other places through the “Away From Home” division, making it a convenient choice for many.

Cream of Wheat stands out in the breakfast cereal market under B&G Foods’ “Away From Home” division. The brand keeps growing, bringing the same beloved, classic wheat cereal to tables across generations, supported by B&G Foods’ commitment to reaching a broad audience.

What makes Cream of Wheat good?

Cream of Wheat is a great breakfast option because it contains important nutrients like iron and B vitamins. Iron helps our bodies make red blood cells, which are essential for carrying oxygen. Just one serving of Cream of Wheat can give you a good amount of the iron you need daily, helping prevent anemia and boost your energy and brain power.

It also has several B vitamins, including niacin (B3), vitamin B6, thiamine (B1), riboflavin (B2), and folate (B9). These vitamins are key for turning food into energy, keeping the nervous system working well, and keeping your skin and hair healthy. They also help your brain work better by making neurotransmitters, affecting your mood and thinking. Plus, B vitamins are important for fixing and making DNA.

Having Cream of Wheat for breakfast is a great way to start your day because it fills you up and gives your body important nutrients right from the start. It’s good for making energy, so it’s a smart choice for anyone, regardless of age. Plus, it’s easy to digest and has a smooth texture, making it a good food for kids and older people.

What to serve with Cream of Wheat?

Cream of Wheat is a flexible breakfast choice you can customize to match your taste, whether you prefer sweet, savory, or both. Instead of using cinnamon, add other spices like nutmeg, cardamom, or vanilla extract for different flavors.

Add butter, brown sugar, molasses, or maple syrup for sweetness to make Cream of Wheat even tastier. For a special fall treat, add canned pumpkin puree to enhance the flavor and nutrition of your meal.

Don’t hesitate to experiment with toppings. Fresh fruits like berries, bananas, or peaches can add sweetness and texture. For a crunchy twist, sprinkle on some dried fruits, nuts, or seeds. If you like savory breakfasts, add cheese, a poached egg, or avocado slices to satisfy your meal with a good mix of carbs, protein, and fats.

What is the meaning of the Cream of Wheat Logo?

The Cream of Wheat logo has long been known for representing its main product, semolina porridge made from wheat. This logo showed the brand’s name for a long time and featured an African American chef in traditional cooking attire, including a chef’s cap. This character symbolized care and friendliness and the idea that Cream of Wheat was a quick, nutritious option for breakfast.

The chef image in the logo aimed to build trust with consumers. It portrayed Cream of Wheat as reliable, comforting food like having a chef ready to cook for you at home. It promised a wholesome meal for families looking for an easy breakfast solution.

In 2020, however, the company removed the chef image from the logo. This decision was in response to a shift towards more respectful and inclusive representations of race and heritage; by updating the logo, Cream of Wheat aimed to show a commitment to inclusivity and respect for everyone. The packaging only features the brand name, focusing on the product itself.

This update is a big change in how the brand is presented, moving towards a logo that appeals to a wider range of people while staying true to the product’s quality and simplicity. The new logo highlights the brand’s heritage and the healthy breakfast Cream of Wheat provides to families everywhere.

What does the Cream of Wheat logo symbolize?

The Cream of Wheat logo stands for delicious food, a welcoming vibe, kindness, and the coziness of home. Initially, these ideas were shown with images of a chef and a maid on the logo, symbolizing the brand’s focus on quality, caring, and a nutritious breakfast.

As the brand grew, its logo changed from specific characters to more general designs that still show its main values. Now, the logo uses soothing colors, smooth lettering, and a gentle gradient to create a calm and inviting feel. These design elements aim to make people feel at ease, much like the original chef and maid did, but in a way that appeals to everyone today.

The logo’s colors make you relaxed, suggesting a peaceful breakfast time. The letters’ smooth flow reminds you of the simple joy of eating Cream of Wheat. The gradient adds a modern flair, blending tradition with the modern world, just like Cream of Wheat combines timeless warmth with today’s busy life.

In short, the Cream of Wheat logo is meant to make you feel warm, welcomed, and comfortable. It shows the brand’s long history of making tasty, healthy breakfasts. It highlights the brand’s aim to offer a friendly and cozy eating experience, updated with a modern look that still reflects its original spirit of care and hospitality.

Who is the black man on the Cream of Wheat box?

The man on the Cream of Wheat box is Frank L. White, a real chef with roots in Barbados, the Caribbean, who later worked in Michigan. He became famous when his image started appearing on Cream of Wheat packaging, making him an important figure for the brand long after he died in 1938. His presence on the box wasn’t just for decoration; it aimed to assure customers of the product’s quality and authenticity.

Unfortunately, the nickname “Rastus” given to Frank L. White reflects the racial prejudices of the time. This term was indiscriminately used for Black men, often disregarding their identity and achievements.

Despite the common outdated views on race when his image was first used, Frank L. White’s image on Cream of Wheat boxes symbolized the brand’s dedication to providing a comforting and wholesome breakfast option. It helped build trust in Cream of Wheat as a reliable family choice. Frank L. White’s story is more than just a footnote; it’s an integral part of how the brand is seen today and reflects the progress and changes in American society and advertising.

Is Cream of Wheat a real person?

The person once shown on the Cream of Wheat box is Frank L. White, a chef originally from Barbados and later lived in Michigan. He passed away in 1938, but his image remained a part of the Cream of Wheat brand for decades. White was known as “Rastus,” a generic nickname used for African American men at that time, which reflects the racial attitudes prevalent during his life.

His picture on the Cream of Wheat packaging gave the product a sense of authenticity and trustworthiness. In the early 1900s, using real people’s images to represent brands was a common way to connect with customers and suggest quality and comfort.

In 2020, B&G Foods removed Frank L. White’s image from the Cream of Wheat packaging. This decision was influenced by a larger societal push to reevaluate and change racial stereotypes and images in branding. The company aimed to prevent accusations of racism and update its branding to reflect modern values of diversity and inclusion. This change shows an effort to respect and adapt to today’s understanding and appreciation for cultural sensitivity.

Why is there a black guy on the Cream of Wheat box?

Before 2020, Cream of Wheat’s packaging included an image of a Black man, Frank L. White, to represent the qualities of care, kindness, and the expertise of a chef. This wasn’t just about making the brand relatable; it was to show the company’s commitment to providing freshly made, lovingly prepared porridge. Having a chef on the box meant to assure customers that Cream of Wheat was crafted with high quality and taste in mind, similar to a meal made by a dedicated chef.

Frank L. White was a real person, born in Barbados and died in 1938, not just a made-up character for the brand. His image brought a sense of realness and trust to the product, acknowledging the value people place on chefs. It connected the brand with homemade meals prepared with dedication and care.

Featuring Frank L. White on the packaging helped Cream of Wheat form a genuine connection with its customers. It promised a quick and easy breakfast prepared with the same attention to detail as a home-cooked meal. This strategy made Cream of Wheat notable in the food industry, emphasizing the product’s comforting, nourishing qualities and reliability.

Who was the black man on Cream of Wheat?

The man on the Cream of Wheat box was Frank L. White, a real chef, not just an invented character for marketing. He stood for the brand’s promise to provide a freshly made breakfast. Cream of Wheat, a nutritious semolina porridge, was the company’s original product. Frank L. White’s image on the packaging symbolized the care and precision in making Cream of Wheat.

Frank L. White was also known by the nickname “Rastus,” a term that, while historically tied to him, has been used in a derogatory way towards Black men, mirroring the racial prejudices of the past. In 2020, recognizing the need to address and not perpetuate racial stereotypes, B&G Foods removed Frank L. White’s image from the packaging. This action was part of a broader initiative to foster a more inclusive and respectful brand image, showing the company’s dedication to diversity and respect for all people.

Is Cream of Wheat changing its logo?

In the summer of 2020, Cream of Wheat changed its logo by removing the Black male chef, a familiar figure on its packaging. This character symbolizes kindness and the brand’s dedication to delivering a nutritious and comforting breakfast. B&G Foods, the owner of Cream of Wheat, made this decision during the protests against racism in the United States, aiming to reconsider how racial representations are used in advertising. The company kept the brand’s name in the original font, showing a commitment to inclusivity and respect for everyone.

This change in the logo is a significant step for Cream of Wheat, signaling a move towards a more inclusive brand image. However, B&G Foods has not planned a full redesign of the logo. The emphasis is on the brand’s name, honoring its heritage while being mindful of current societal values and the need for sensitivity toward all communities.