Uncle Ben’s Changes To Ben’s Original Amid Rebrand Of Racist Labeling

Topline

Mars Inc. announced Wednesday it’s changing the branding of its Uncle Ben’s rice products, the latest in a slew of companies to shift gears amid mounting public pressure to address the racist origins of names or imagery. 

Key Facts

Uncle Ben’s will become Ben’s Original, and will drop the logo of an elderly African American man in a bow tie, the company said. 

New packaging, which will be orange with Ben’s Original in blue font, will reach shelves in 2021. 

Mars first announced it would “evolve” the “visual brand” of Uncle Ben’s rice in June, hours after Quaker Oats said Aunt Jemima—long denounced as a racist caricature—would be removed from its packaging. 

Mars told The Wall Street Journal that a survey of thousands of consumers over the summer revealed many found the term “uncle” in the name to be derogatory, while the brand’s imagery was reminiscent of servitude.  

According to Mars Food Global President Fiona Dawson, Mars was considering other names, but Ben’s Original emerged as a frontrunner among focus groups and Mars employees. 

The name “Uncle Ben” was first employed in 1946, referencing a Black male rice farmer known by that name, per the company’s website, while the image was a “beloved Chicago chef and waiter,” Frank Brown. 

Quick Tangent

White southerners would refer to Black women and men as “aunt” or “uncle” to avoid using the “Mr.” or “Mrs.” honorifics, according to a 1997 New York Times report.

Crucial Quote 

“Over the last several weeks, we have listened to thousands of consumers, our own associates and other stakeholders from around the world,” wrote the brand in its announcement, entitled “We’ve listened. We’ve learned. We’re changing.” “We understand the inequities that were associated with the name and face of the Uncle Ben’s brand and as we announced in June, we have committed to change.”

Key Background

George Floyd’s May 25 death spurred a nationwide movement against racism which quickly reached a number of household name brands, criticized for racial stereotyping or racist imagery in their packaging. Like Uncle Ben’s, Aunt Jemima, Mrs. Butterworth, Cream of Wheat, Eskimo Pie, and more, announced they would reassess their packaging and commit to change where necessary. 

Further Reading 

“Here Are All The Brands That Are Changing Racist Names And Packaging” (Forbes)

“Uncle Ben’s Brand Will ‘Evolve’ Following Aunt Jemima’s Removal” (Forbes)