Ben's Original

Ben's Original is a brand of parboiled rice products originally introduced by Mars, Incorporated. The brand was formerly known as Uncle Ben's until 2020, when it was renamed to Ben's Original following criticism over racial stereotyping. The rebranding was part of a broader initiative by Mars, Incorporated to promote racial equality and social justice. Ben's Original products are available in a variety of flavors and formats, catering to a wide range of culinary needs and preferences.

Ben's Original Logo

Uncle Ben's ad LHJ May 1951

History

The brand was established in the early 1940s and was named after a Texas rice farmer, Ben, who was known for his high-quality rice. The iconic logo featured an image of an African-American man, said to be inspired by a Chicago maitre d'hotel named Frank Brown. Over the years, Uncle Ben's became a leading brand in the rice market, known for its convenient and easy-to-prepare rice products.

In June 2020, amidst a global reckoning on racial issues, Mars, Incorporated announced that it would change the name and branding of Uncle Ben's to address criticisms of racial stereotyping. The new name, Ben's Original, and the removal of the image from the packaging were part of the company's efforts to create a more inclusive brand.

Products

Ben's Original offers a wide range of rice products, including white rice, brown rice, jasmine rice, and basmati rice. The brand also produces flavored rice mixes, ready-to-heat rice pouches, and rice-based meal solutions. These products are designed to provide convenient and quick meal options for consumers around the world.

Initiatives

Following the rebranding, Mars, Incorporated announced several initiatives under the Ben's Original brand to promote social justice and community support. These include educational programs, scholarships for aspiring chefs from underserved communities, and investments in nutritional and culinary education in areas where access to healthy foods is limited.

Controversies

The original branding of Uncle Ben's had been a subject of controversy for many years. Critics argued that the brand perpetuated racial stereotypes by using the image of an African-American man and the title "Uncle," which has historical connotations related to slavery and servitude in the United States. The decision to rebrand was met with mixed reactions, with some praising the move towards inclusivity and others questioning the effectiveness of such changes in addressing systemic racial issues.

See Also

• Mars, Incorporated
• Rice
• Parboiled rice
• Brand rebranding

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