Rice and other Uncle Ben's products will now be sold under the brand name Ben's Original, which does not cause negative associations among buyers.
Brand Uncle Ben's, introduced to the market in the 40s, will receive a more politically correct name. The neutral name Ben's Original was chosen for the food line. Products with a new name will appear on the shelves in 2021.
In June, Mars Corporation, which owns the Uncle Ben's trademark, promised to change the brand's logo, which depicted the stereotypical African American "Uncle Ben" from Texas, the best rice producer. The move was prompted by accusations of racism that are now rising louder amid protests in the United States. Now it has been announced that the familiar name will also go down in history. Thus, the brand will change completely and Mars Corporation plans to clear it of any negative associations with social inequality.
The move to change the name and logo will be part of the company's efforts to create a more inclusive brand. According to Fiona Dawson, Global President mars food: "For many, it was clearly reminiscent of slavery, and this is not the brand that we want to represent." In addition, the company intends to contribute approximately $2 million to the Black Chef Fund, and will also make a donation of $2.5 million to the development of social and educational programs in the community of Greenville, Mississippi, where the corporation's manufacturing facilities are located.
Other manufacturers are doing the same, in particular, changes Aunt Jemima brands will be affected, Mrs. Butterworth's and many others, which will also be rebranded in the near future due to their logos or names being the target of accusations of racism.