The CPG giant is upping its marketing spend 30% as it seeks to understand how consumers connect to its brands.
Although the drawing that has been on hot cereal boxes for more than a century may be based on an actual person, the company says "it reminds some consumers of earlier depictions they find offensive."
Mars Food is retiring the face and changing the product's name but retaining its recognizable orange background and bold navy blue letters.
The near century-old ice cream bars will have a new name and change packaging by the end of 2020, parent company Dreyer's Grand Ice Cream said.
Less than 24 hours after PepsiCo announced it was discontinuing its Aunt Jemima branding, Mars, B&G Foods and Conagra Brands are taking another look at the Black faces on their products.