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.
![](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://a57.foxnews.com/static.foxbusiness.com/foxbusiness.com/content/uploads/2020/06/931/523/Mars-Brand-Logos-Web-Food-Uncle-Bens-Large.png?ve=1&tl=1)
Mars rebranding Uncle Ben's rice as company seeks end to racial bias
![](https://i.dailymail.co.uk/1s/2020/06/17/14/29714384-0-image-a-2_1592400860124.jpg)
Uncle Ben's Rice becomes Ben's Original as re-brand hopes to 'put an end to racial injustices
![](https://upload.wikimedia.org/wikipedia/commons/thumb/2/2f/Uncle_Bens_Bens_Original.jpg/220px-Uncle_Bens_Bens_Original.jpg)
Ben's Original - Wikipedia
![](https://images.squarespace-cdn.com/content/v1/56b8fc7e4d088ef7ce4ccfb8/1593125263797-P3S92Y4CJ0XJMJX7MP49/6252130_061720-cc-shutterstock-aunt-jemima-uncle-bens-img+-+Grace+Carlos.jpg)
Aunt Jemima and Others to Rebrand to Correct Racial Stereotyping — Access Consulting & Co.
![](https://i.ytimg.com/vi/U_37V98oLY8/maxresdefault.jpg)
Uncle Ben's Branding: A Cautionary Tale
![](https://assets-global.website-files.com/5f59aa263c234bb74025de57/65950ea7c818c43f4312992b_Twitter%20rebrand.webp)
Unraveling the Top 10 Rebranding Fails (And What You Can Learn From Them)
![](https://d1902livswy8rb.cloudfront.net/author/100x100/authors/christine-powis-21.jpg)
Mars loses face of Uncle Ben in rebrand as Ben's Original - CMO Australia
![](https://dynaimage.cdn.cnn.com/cnn/c_fill,g_auto,w_1200,h_675,ar_16:9/https%3A%2F%2Fcdn.cnn.com%2Fcnnnext%2Fdam%2Fassets%2F200922193513-bens-original-rice-rebrand.jpg)
Uncle Ben's has a new name: Ben's Original
![](https://news.artnet.com/app/news-upload/2020/06/renee-cox.jpg)
Quaker Oats Is Retiring the Aunt Jemima Brand, Whose Racist Origins Have Inspired Artists' Biting Interpretations for Decades
![](https://media.npr.org/assets/img/2020/09/23/gettyimages-1250944652_wide-58992765f0b6a471d1d52b8936ba4d154ae8d9d3-s1400-c100.jpg)
Uncle Ben's Drops Imagery And Name Steeped In Racial Stereotypes : Updates: The Fight Against Racial Injustice : NPR
![](https://i.dailymail.co.uk/1s/2020/09/23/11/29753934-8763275-Meanwhile_Mars_Inc_the_company_who_own_the_brand_say_the_name_Un-a-4_1600856312809.jpg)
Uncle Ben's Rice becomes Ben's Original as re-brand hopes to 'put an end to racial injustices
![](https://d1902livswy8rb.cloudfront.net/dimg/435x435/dimg/bronwyn_powell_mars_food_australia_marketing_director_sept_21.png)
Mars loses face of Uncle Ben in rebrand as Ben's Original - CMO Australia