After 74 Years, Uncle Ben's Will Become Ben's Original

The brand says it is turning over a new leaf with a new identity and purpose

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Food giant Mars announced its Uncle Ben’s brand will change its name to Ben’s Original, which “[signals] the brand’s ambition to create a more inclusive future.”

The rebrand will also include removing the image of Uncle Ben from packaging to “create more equitable iconography.”

A spokesperson said the brand is “still in the process of developing additional iconography,” so it’s unclear what the new packaging will look like. The spokesperson, however, noted that Mars is “committed to ensuring it will be truly reflective of the inclusive future we are striving to create for Ben’s Original.”

Mars said production of the new brand identity will begin immediately, with Ben’s Original expected to reach store shelves in early 2021.




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