Uncle Ben’s Name | Uncle Ben changes his name: – We listened, we learned

The makers of Uncle Ben’s say in a press release that the time has come to make “significant changes” to a brand that has been pressured to change its packaging and appearance.

– In the last few weeks, we have listened to thousands of consumers, our own affiliates and other stakeholders around the world, says Fiona Dawson, CEO of Mars Food.

– We understand the differences that were associated with the name and face of the previous brand and, as we announced in June, we are committed to change, he continues.

Starting next year, the Ben’s Original brand will be available in stores.

The company has also pledged to remove the image from the packaging to create what the company describes as “fair iconography.”

In the press release, the company has written the following:

‘We listen.

We learned.

We change.

In the future, Uncle Ben will be known as Ben’s Original. “

According to Sky, “Uncle Ben” was the name of a fictional character that was first used in 1946. The name referred to what was supposed to be an African-American rice farmer in Texas, known for his good crops.

According to the company, the man on the package must have been a real person named Frank Brown, a “beloved chef and waiter from Chicago.” Beyond that, not much is known about Brown, spokeswoman Caroline Sherman at Mars Food tells USA Today.

Read Also: Fredrik Solvang Strikes Back: Ask Critics To Remember The 90s Broadcasts

But after George Floyd’s death and the growing Black Lives Matter movement led to a new focus on racism and the long-term use of stereotypes, Mars said in June that they recognized “now is the time” to further develop the brand.

If you visit Uncle Ben’s website in English, it says “As a global brand, we understand that we have a responsibility to close racial differences. One way to do this is to develop Uncle Ben’s brand and product visual identity, something we want to do. “

For Uncle Ben’s, this isn’t the first time he’s been debating the brand.

In 2007, the owners chose to respond to criticism by elevating Uncle Ben from waiter to president in a suit in a marketing campaign.

Also read: Here are the cuts to the Oslo budget: – This will sting

Today’s shift comes amid a growing stream of criticism directed at various brands with origins rooted in racial stereotypes, CNN reports. In June, the food companies that produce the brands “Aunt Jemima”, “Cream of Wheat” and “Mrs. Butterworth’s” would also recall or notice on their products.