NEW YORK (AP) — The owner of Eskimo Pie is changing its name and marketing of the nearly century-old chocolate-covered ice cream bar.

It is the latest brand to reckon with racially charged logos and marketing.

The treat was patented by Christian Kent Nelson of Ohio and his business partner Russell C. Stover in 1922, according to Smithsonian Magazine.

Eskimo Pie joins a growing list of brands that are rethinking their marketing in the wake of the Black Lives Matter protests in recent weeks triggered by the death of George Floyd.

Quaker Oats announced Wednesday that it will retire the Aunt Jemima brand, saying the company recognizes the character's origins are "based on a racial stereotype."