Mars rebrands Uncle Ben’s as Ben’s Original

The Uncle Ben’s brand is undergoing a name change.

Parent company of the brand, Mars, announced that it now be known as Ben’s Original.

This change signals the brand’s mission to create a more inclusive future, while also maintaining its commitment to continue producing the well-known rice product, the company said.

“Over the last several weeks, we have listened to thousands of consumers, our own Associates and other stakeholders from around the world,” Fiona Dawson, global president Mars Food, multisales and global customers said. “We understand the inequities that were associated with the name and face of the previous brand, and as we announced in June, we have committed to change.”

In addition, the brand is also dropping the image on its packaging, as well as diving headfirst into community outreach programs that ensure culinary entrepreneurs of all ethnicities get educational opportunities. In the United States, the brand will work towards this mission through a partnership with the National Urban League, the company said.

“Brands have an important role to play as we continue to navigate this moment of reconciliation regarding racial justice, diversity and inclusion,” Marc Morial, president and CEO of the National Urban League said. “We’re proud to partner with Ben’s Original as they evolve and embark on a new path with a new purpose, providing Black communities here and abroad with more equitable opportunities in education and business.”

As a way to make a difference in the community where Ben’s Original has been produced for more than 40 years — Greenville, Ms., — Mars will invest in the local community to address various issues that affected the community, including enhancing educational opportunities for students and access to fresh foods.

“While implementing an evolution on this scale will be a complex process, there is no better time than right now,” added Dawson. “We know this is the right thing to do for our brand and business to ensure we create the truly inclusive future that everyone deserves.”

The revamped Ben’s Original packaging will begin hitting store shelves in 2021.