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Mars Food, which owns the brand, decided to change the name and remove the image of a smiling, grey-haired black man from its packaging. It came following criticism for perpetuating racial stereotypes as titles such as uncle and aunt are said to have been used in southern US states to refer to black people, instead of the more formal and respectful “Miss” or “Mister”. The owners made the pledge to review the brand amid global Black Lives Matter (BLM) protests over police brutality and racism last year following the murder of George Floyd.

In a blog post for Eater, journalist and author Nadra Nittle claimed BLM has now “come for your racist food brands”.

She added: “For generations, stereotypical imagery of black and indigenous people have appeared on food brands.

“In the wake of the murder of George Floyd, perhaps one of the most-overdue and yet least-expected changes in American culture finally began – the replacement of racist, stereotypical “spokescharacters” on packaged foods, including Uncle Ben.

“For generations, stereotypical imagery of black and Indigenous people has appeared on food brands.”

Ms Nittle detailed how the decision to rebrand Uncle Ben’s marked an important step towards social change “amid 2020’s racial reckoning” and how important it is for “young people” to now “call out companies that fall short” of this.

Mars was one of several food giants that promised to review brands in the wake of the protests last year.

According to the company, the name Uncle Ben’s was inspired by a Texas farmer known for his high-quality rice. 

The company asked Frank Brown, the head waiter at a Chicago restaurant, to pose as the face of the brand, which launched in 1947.

But it said that it hoped the change would mark “the brand’s next step in its ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice”.

In June 2020, during the height of the protests, Mars commented: “As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices.

“As we listen to the voices of consumers, especially in the black community, and to the voices of our associates worldwide, we recognise that now is the right time to evolve the Uncle Ben’s brand.”

Ben’s Original went on sale in the US in May and will become available in the UK over the next few weeks.

The company has also vowed to introduce a “Seat at the Table Fund,” which provides food industry apprenticeships to underrepresented communities.

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They have committed £250,000 for the next five years.

It has also vowed to give £100,000 to support The Trussell Trust, a charity that runs food banks across Britain.

Rafael Narvaez, Mars Food’s global CEO, commented: “Everyone deserves to feel welcome, heard and have access to nutritious food.

“That’s why we’ve committed to taking actions designed to enhance inclusion and equity in service of our new brand purpose, to create meals, experiences and opportunities that offer everyone a seat at the table.”

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