Mars loses face of Uncle Ben in rebrand as Ben's Original - CMO Australia
![Mars loses face of Uncle Ben in rebrand as Ben's Original - CMO Australia](https://d1902livswy8rb.cloudfront.net/dimg/670x670/dimg/bens_old__new_sept_21.png)
Following public criticism in the US about racist advertising and a name-change announced last year, Mars Food is now airing its rebrand of Uncle Ben’s rice as Ben’s Original, in new packaging minus the smiling face of ‘Uncle Ben’, a person of colour.
Uncle Ben's rice to overhaul logo and branding due to racial stereotypes
![](https://static01.nyt.com/images/2021/02/09/lens/09xp-auntjemima-photo/09xp-auntjemima-photo-videoSixteenByNine3000.jpg?year=2021&h=1687&w=3000&s=7c31544362344909b3b5595d8a71cafc93a2db487d218614558c8b2c4ad2a5fa&k=ZQJBKqZ0VN&tw=1)
Aunt Jemima Has a New Name: The Pearl Milling Company - The New York Times
![](https://i.redd.it/af03sbis7wo51.jpg)
Uncle Ben is now Ben's Original yall : r/unclebens
![](https://marketingweek.imgix.net/content/uploads/2020/06/03114048/shutterstock_450329824-scaled-e1591180984735.jpg?auto=compress,format&q=60&w=736&h=491)
Mars rebrands Uncle Ben's after criticisms over racial stereotyping
![](https://i.dailymail.co.uk/1s/2020/09/23/12/33523612-8763275-image-a-22_1600860420337.jpg)
Uncle Ben's Rice becomes Ben's Original as re-brand hopes to 'put an end to racial injustices
![](https://images.theconversation.com/files/371674/original/file-20201127-24-pelr7z.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip)
Coon's rebranding dilemma: polishing a brand name to stay out of controversy
![](https://evoke.ie/wp-content/uploads/2020/06/GettyImages-985571688.jpg)
Aunt Jemima & Uncle Ben's Announce Change To Branding
![](https://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2020/06/0/0/Uncle-Bens-rice-Getty.jpg?ve=1&tl=1)
Mars rebranding Uncle Ben's rice as company seeks end to racial bias
Mars drops Uncle Ben's brand image after anger over racial stereotyping
![](https://i.dailymail.co.uk/1s/2020/09/23/12/33523628-8763275-image-a-23_1600860463975.jpg)
Uncle Ben's Rice becomes Ben's Original as re-brand hopes to 'put an end to racial injustices
![](https://www.foodbusinessnews.net/ext/resources/2020/9/BensOriginal_Lead.jpg?t=1600869608&width=696)
Uncle Ben's to rebrand as Ben's Original, 2020-09-23