Uncle Ben’s Will Now Be Called Ben’s Original As The Company 'Evolves' The Brand
Around three months after an announcement that it would "evolve" the Uncle Ben's name and branding, Mars Inc. has officially said that the rice brand will now be known as Ben's Original.
In a press release about the new name, Mars said the change is "signaling the brand’s ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice." They also confirmed in the release that the logo will also be removed but did not immediately clarify what it will look like or if there will be another image in its place.
“Over the last several weeks, we have listened to thousands of consumers, our own Associates and other stakeholders from around the world,” Global President Mars Food, Multisales, and Global Customers Fiona Dawson 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.”
The Uncle Ben's name and logo have been criticized for its imagery as well of the racist origins of its name. According to The New York Times, "white Southerners once used 'uncle' and 'aunt' as honorifics for older Blacks because they refused to say 'Mr.' and 'Mrs.'"
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