Uncle Ben’s brand to be renamed Ben’s Original

Ben's Original says its new brand purpose is "to create opportunities that offer everyone a seat at the table"  

Ben’s Original packaging will begin reaching store shelves in 2021, as part of a move to "create a more inclusive future"



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29 September 2020

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Mars Food has announced it will change the Uncle Ben’s brand to Ben’s Original, in a move which the company said signals “the brand’s ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice”.

“Over the last several weeks, we have listened to thousands of consumers, our own associates and other stakeholders from around the world,” said Fiona Dawson, global president, Mars Food, Multisales and Global Customers. “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.”

More equitable iconography

The company has also committed to removing the image on the packaging to create more equitable iconography. Mars Foods adds that it is “also taking action to enhance inclusion and equity and setting out its new brand purpose to create opportunities that offer everyone a seat at the table”.

Outreach programmes

Ben’s Original community outreach programmes have been set up with the goal of ensuring underserved communities have access to nutritious meals, as well as helping culinary entrepreneurs of all colours get educational opportunities so their ideas and voices can be appreciated by all. This work will begin in the US where the brand has forged a partnership with National Urban League to support aspiring black chefs through a scholarship fund, before expanding to support other underserved communities around the world.

“Brands have an important role to play as we continue to navigate this moment of reconciliation regarding racial justice, diversity and inclusion,” said Marc Morial, president and CEO, National Urban League. “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.”

In addition, in Greenville, Mississippi – where Ben’s Original has been produced in the US for more than 40 years – Mars Food will invest in the local community to address issues that have plagued this region of the US for generations. This programming will focus on enhancing educational opportunities for more than 7,500 area students, as well as furthering access to fresh foods.

Inclusive future

These initial steps are in addition to commitments from Mars, Incorporated to continue to improve racial equity, from increased representation in the company’s workforce, leadership and talent pipeline, to better utilizing spend, specifically among suppliers, to drive positive change.

“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.”

Ben’s Original packaging will begin reaching store shelves in 2021.



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