The Strategist

Uncle Ben's will change name to Ben's Original due to racist connotations

09/24/2020 - 03:15

American corporation Mars announced a change in the name of its brand Uncle Ben's. Now it will be called Ben's Original, and the image of "Uncle Ben", which was part of the logo, will also be removed from the packaging.

Petar M
Petar M
This is due to the racist connotations of such a name, as well as the logo of the brand, under which rice and sauces have been produced since 1943.

“We are aware of the inequalities associated with the previous name and brand identity,” said Fiona Dawson, President of Global Mars Food.

Mars, like a number of other companies, announced its intention to change the brand back in June, against the backdrop of the Black Lives Matter movement growing in the United States. The decision to rebrand is explained by the fact that the terms "uncle" and "aunt" were used in the southern states of the United States to refer to Blacks - instead of the more respectful "Mr." and "Mrs" when referring to Whites. 

Also, in June, PepsiCo announced that it was phasing out its Aunt Jemima brand of pancake mixes, syrups and other breakfast products, which also featured "Aunt Jemima" logo.