Mars gives rice brand new name
NEW YORK: Mars Inc announced on Wednesday a rebranding of “Uncle Ben’s” rice following longstanding criticism that it employed racist stereotypes of African Americans.
The rice product, which was marketed with the image of a grinning bowtie-clad elderly black man, would be rechristened “Ben’s Original” and would drop the character to create more equitable iconography, Mars said.
“We are not just changing our name and the image on the package, but also taking action to enhance inclusion and equity,” the company added.
Mars announced it was reviewing the product in June in the wake of racial justice protests following the killing of George Floyd.
The “Uncle Ben’s” brand, which dates to 1946, has been criticised for employing a Jim Crow-era trope of a black servant.
Other companies are also revamping products with offensive imagery. PepsiCo Inc plans to change its “Aunt Jemima” pancake mix.
Washington’s National Football Team has dropped the name “Redskins,” although it has yet to pick a new monniker.
In addition to rebranding its rice product, Mars announced it was establishing a partnership with the National Urban League to support black chefs and would invest in schools and the provision of fresh foods in Greenville, Mississippi, where Uncle Ben’s has been produced.
“These initial steps are in addition to commitments from Mars to continue to improve racial equity, from increased representation in the company’s workforce, leadership and talent pipeline, to better utilising spend, specifically among suppliers, to drive positive change,” the company said.