Land O'Lakes has quietly removed its famed Native American woman mascot from its packages of butter, bringing an end to 100 years of the iconic packaging.
The company has not directly said why it made the marketing decision, though in February it said it was updating its packaging in order to reflect "the foundation and heart" of the farmer-owned company.
The new packaging will prominently display "Farmer-Owned" over the logo. It will also depict a scene of a tranquil lake without any human beings.
The company said in February the new packaging will be fully rolled out by the end of this year.