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Uncle Ben’s Now “Ben’s Original” with New Packaging

Brand makes changes to avoid racial stereotyping.

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Uncle Ben’s Now “Ben’s Original” with New Packaging

After Uncle Ben’s announced last fall that it would change its name and drop the image of a black man from its packaging, the brand has made good on its pledge, Ad Age writes.

The article says the new packaging will hit U.S. stores this week. You’ll notice the brand’s original colors have been retained for the purpose of helping customers identify the product.

The changes are in response to mounting pressure CPG brands have faced stemming from America’s ongoing racial-justice movement.

Ben’s Original initially told Ad Age it planned to replace “Uncle Ben” with “equitable iconography”, but since decided the current rebrand “is the best path forward at this stage of our evolution.”

Read more at Ad Age.

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