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Thursday, January 21, 2021

Mars Food to rebrand Uncle Ben’s to Ben’s Original

Mars Food has announced that the brand Uncle Ben’s will be changed to Ben’s Original.

This rebranding follows plans made earlier this year to evolve the Uncle Ben’s brand, which included its visual brand identity.

The brand has recently received racial stereotype criticism as it carries a picture of an elderly black man in a bow-tie to which President of Mars Food ‘Fiona Dawson’ stated, “had undertones of servitude”.

This has been the company’s product image since 1946, with Fiona Dawson adding that “It’s time for him to retire,” following a decision to rebrand the product at the request of employees and consumers.


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