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Mars drops Uncle Ben’s, reveals new name for rice brand


Mars drops Uncle Ben’s, reveals new name for rice brand

The Uncle Ben’s rice brand is changing its name to Ben’s OriginalBy ALEXANDRA OLSON AP Business WriterSeptember 23, 2020, 8:13 AM• 3 min readNEW YORK — The Uncle Ben’s rice brand is getting a new name: Ben’s Original.Parent firm Mars Inc. unveiled the change Wednesday for the 70-year-old brand, the latest company to drop a…

Mars drops Uncle Ben’s, reveals new name for rice brand

The Uncle Ben’s rice mark is changing its name to Ben’s Fashioned



September 23, 2020, 8: 13 AM

3 min read

NEW YORK — The Uncle Ben’s rice mark is getting a contemporary name: Ben’s Fashioned.

Father or mother agency Mars Inc. unveiled the change Wednesday for the 70-year-ragged mark, basically the latest firm to fall a mark criticized as a racial stereotype. Packaging with the contemporary name will hit stores subsequent year.

“We listened to our pals and our potentialities and the time is factual to accept as true with principal changes across society,” talked about Fiona Dawson, global president for Mars Food, multisales and global potentialities. “Can must you would perhaps per chance perhaps perhaps be making these changes, you would perhaps per chance perhaps perhaps be no longer going to thrill all americans. Nonetheless it be about doing the factual factor, no longer the easy factor.”

Several corporations have retired racial imagery from their branding in contemporary months, a ripple construct from the Black Lives Matters protests over the police killing of George Floyd and other African People.

Quaker Oats offered in June that it could perhaps perhaps per chance perhaps fall Aunt Jemima from syrup and pancake functions, responding to criticism that the persona’s origins had been primarily primarily based the “mammy,” a sunless girl direct material to help her white masters. Quaker talked about functions with out the Aunt Jemima portray will beginning to appear in stores by the tip of the year, though the firm has no longer printed the contemporary mark.

The proprietor of Eskimo Pie has additionally talked about this would per chance perhaps change its name and marketing of the in terms of century-ragged chocolate-coated ice cream bar. Past meals brands, the Washington NFL franchise dropped the “Redskins” name and Indian head mark amid stress from sponsors in conjunction with FedEx, Nike, Pepsi and Monetary institution of The US.

Geechie Boy Mill, a family-owned operation in South Carolina that makes within the neighborhood-grown and milled white grits, is additionally planning a reputation change. Geechie is a dialect spoken mainly by the descendants of African-American slaves who settled on the Ogeechee river in Georgia, consistent with

“We are within the formula of fixing our name and have developed a total contemporary mark. We no longer sleep for sharing it with the public,” talked about Greg Johnsman, proprietor of Geechie Boy Mill.

Mars had offered within the summer that the Uncle Ben’s mark would “evolve.”

Since the 1940s, the rice containers have featured a white-haired Black man, typically with a bow tie, a portray critics dispute conjures up servitude. Mars has talked about the face changed into first and foremost modeled after a Chicago maitre d’ named Frank Brown. In a transient-lived 2007 marketing campaign, the firm elevated Uncle Ben to chairman of a rice firm.

Dawson talked about months of conversations with workers, customer learn and other stakeholders led the firm to identify “Ben’s Fashioned. She talked about the firm is easy deciding on a portray to accompany the contemporary name.

Mars additionally offered several other initiatives, in conjunction with a $2 million investment in culinary scholarships for aspiring Black cooks in partnership with the National Metropolis League. It additionally is planning a $2.5 million investment in nutritional and education functions for college students in Greenville, Mississippi, the majority African-American city the place the rice mark has been produced for added than 40 years.

Mars talked about it has put a scheme of accelerating the ranks of racial minorities in U.S. administration positions from 20% to 40%. The firm did no longer give a timeframe for reaching that amount.


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AP Author Dee-Ann Durbin in Detroit contributed to this yarn.

ABC News

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