Uncle Ben’s rice has now changed the brand name to ‘Ben’s Original’ after getting rid of the rooted racial logo. The brand received backlash back in June as Americans started to point out systemic racism at multiple companies.
The image of the older black male on the brand has been removed, but the colors and font will remain the same. Companies such as Aunt Jemima and Creme of Wheat have also discussed changing their brands due to rooted racial background.
“We understand the inequities that were associated with the name and face of the previous brand … (and) we have committed to change,” stated Fiona Dawson, global president of Mars Food.
Uncle Ben’s, Aunt Jemima, and Cream of Wheat used Sambo and Uncle Tom’s characteristics to sell their brands. This stereotype dates back to the 1800s and is portrayed as a man who is simple-minded and happy to be a slave.
The new packaging for the brand will hit stores in 2021.