Uncle Ben's rice unveils new name and logo after 'racial stereotyping' row

The brand has traditionally featured a picture of waiter Frank Brown, representing a fictional rice farmer, but after 70 years and a row over how race is presented in America, it's changing

FRANK BROWN WAS MODELED ON THE ROCHESTER CHARACTER IN JACK BENNY MOVIES, OR A TRAIN PORTER 

Ben's rice unveils new logo and name



Uncle Ben’s rice will change its name and branding after claims its logo was guilty of racial stereotyping.

It will now be known as Ben's Original instead, with packaging with the new name hitting stores next year.

The change was unveiled by parent firm Mars in an effort to address concerns the old logo was racist.

Mars Food president Fiona Dawson said: “We listened to our associates and our customers and the time is right to make meaningful changes across society.

“When you are making these changes, you are not going to please everyone. But it's about doing the right thing, not the easy thing.”

The current packaging features the fictional character "Uncle Ben" - whose name was first used in 1946 - as a reference to an African American rice farmer from Texas.

But the image used is of "a beloved Chicago chef and waiter named Frank Brown”, the company said.

The new-look packs will hit shelves next year (Image: Getty Images)

The new branding for Uncle Ben's

Mars announced several other initiatives as well.

These included a $2million investment in culinary scholarships for aspiring black chefs in partnership with the National Urban League.

It said it would also put a $2.5 million investment into nutritional and education programs for students in Greenville, Mississippi, the majority African-American city where the rice brand has been produced for more than 40 years.

The name and images are changing (Image: SIPA USA/PA Images)

Uncle Ben's isn't the only brand changing it's look in the current climate either.

Aunt Jemima pancake mix and syrup, owned by Quaker Foods, is looking at changes too.

Quaker's Kristin Kroepfl said: "We recognise Aunt Jemima's origins are based on a racial stereotype."

"As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers' expectations."

In the statement, obtained by Adweek, Kroepfl added: “We are starting by removing the image and changing the name.

“We will continue the conversation by gathering diverse perspectives from both our organisation and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”

THE MIRROR