The name change was made by Mars Food, which is the parent company to Ben's Original, to make the company more “inclusive”.
Ben’s Original will become available in stores across the UK over the next few weeks.
The Ben’s Original packaging includes the new brand name featured on a familiar orange background and same navy-blue font to help shoppers easily find the product.
We listened. And we learned. Moving forward, Uncle Ben's will be known as Ben’s Original™. Read our full statement to find out more about our brand's new purpose to create opportunities that offer everyone a seat at the table: https://t.co/h5iKGW4fKP pic.twitter.com/AN52LxHk7v
— Ben's Original UK (@bensoriginaluk) September 23, 2020
The firm said Uncle Ben was the name of a fictional character that was first used in 1946 as a reference to an African-American Texan rice farmer.
It said the image it used "was a beloved Chicago chef and waiter named Frank Brown".
In 2007, a short-lived marketing campaign promoted Uncle Ben to chairman of a rice company.
The growing prominence of the Black Lives Matter movement prompted fresh scrutiny of systemic racial injustice and the longstanding use of stereotypes, Mars said it recognised "now is the right time" to evolve the brand.
Rob Hollis, Marketing Director, Mars Food UK: “In the UK there are too many people trapped in poverty, many of whom cannot afford to put food on the table. With the Ben’s Original brand we’re committed to supporting people who need it most by providing access to healthy food and educational opportunities through the powerful partnerships we have.
"We recognize there is much more work to do over the coming months and years as we look to bring our new brand purpose to life to offer everyone a seat at the table; we remain committed to delivering this ambition.”
Ben’s Original also announced it will introduce it's ‘Seat at the Table Fund’ to the UK. The Fund, which is currently running in the USA, provides food industry apprenticeships to underrepresented communities.
This initiative will be supported by £250,000.
