Uncle Ben’s rice changing brand identity after Aunt Jemina

Kelly Tyko
USA TODAYPublished 12:30 PM EDT Jun 17, 2020A second iconic brand plans to change its brand image in the wake of renewed calls for racial equality. Hours after Quaker Oats said it would retire Aunt Jemina from packaging on its brand of syrup and pancake mixes because it’s “based on a racial stereotype,” the owner of Uncle Ben’s rice announced it planned to make changes.”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,” the Mars-owned brand said in a statement. “As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do.”Save better, spend better:  Money tips and advice delivered right to your inbox. Sign up hereAunt Jemina changing: Aunt Jemima removing the namesake Black character, changing nameThe company said it didn’t yet know “what the exact changes or timing will be, but we are evaluating all possibilities.””Racism has no place in society. We stand in solidarity with the Black community, our Associates and our partners in the fight for social justice,” Mars statement continued. “We know to make the systemic change needed, it’s going to take a collective effort from all of us – individuals, communities and organizations of all sizes around the world.”Follow USA TODAY reporter Kelly Tyko on Twitter: @KellyTyko


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