Mars Meals broadcasts UNCLE BEN’S model title change
Mars Food's announcement signals the brand's drive to create a more inclusive future while maintaining its commitment to producing the world's best rice
Mars food announced that it will change that UNCLE BENS Brand too Ben's originalThis signals the brand's ambition to create a more inclusive future while maintaining its commitment to producing the world's best rice.
"Over the past few weeks we've listened to thousands of consumers, our own employees, and other stakeholders from around the world," said Fiona Dawson, global president of Mars Food, Multi Sales and Global Customers. "We understand the inequalities associated with the name and face of the previous brand and, as we announced in June, we are committed to change."
The company has also committed to removing the image on the packaging to create a more equitable iconography. The brand isn't just changing its name and image on the packaging. It is also taking action to improve inclusion and equity, and setting its new branding purpose to create opportunities that will give everyone a seat at the table.
Ben's Original Community Outreach programs ensure underserved communities have access to the nutritious meals we all deserve and help culinary entrepreneurs of all colors receive educational opportunities so their ideas and voices can be appreciated by all.
This work will begin in the US, where the brand has partnered with the National Urban League to support aspiring black chefs through a scholarship fund before expanding to support other underserved communities around the world.
"Brands play an important role as we continue to steer this moment of reconciliation in terms of racial justice, diversity and inclusion," said Marc Morial, President and CEO of the National Urban League. "We take pride in working with Ben Original as they evolve and embark on a new path with a new purpose that provides fairer educational and economic opportunities for black communities both domestically and abroad."
In addition, Mars Food in Greenville, Mississippi, where Ben & # 39; s Original has been made in the US for more than 40 years, will invest in the local community to solve problems that have plagued this region of the US for generations. This program focuses on improving educational opportunities for more than 7,500 students in the area, as well as improving access to fresh food.
These first steps complement Mars, Incorporated's commitments to further improve racial justice, from increased representation in the company's workforce, leadership, and talent pipeline to making better use of spending, especially at suppliers, to make positive change to advance.
"While implementing an evolution on this scale will be a complex process, there is no better time than now," added Dawson. "We know this is right for our brand and our business to ensure we are building a truly inclusive future that everyone deserves."
Ben's original packaging will be available on shelves from 2021.
