Ben's Original

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A global rice brand owned by Mars that was renamed Ben's Original in 2021.

Last updated October 13, 2026

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First read: Nov 2, 2026
Latest read: Nov 3, 2026

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Overview

Ben's Original is a global food brand owned by Mars, Inc. It is best known for parboiled rice, packaged rice products, seasoned rice, and other convenience-oriented grain foods. The brand developed from Converted Rice, Inc., a company established in the United States during the Second World War to produce nutritionally improved rice for military use. Its manufacturing process drew on the Huzenlaub Process, a form of parboiling developed in the early twentieth century by German-British chemist Erich Huzenlaub and British chemist Francis Heron Rogers. The process involved vacuum drying whole rice grain, steaming it, and then drying it again before removing the husk. Compared with conventional milling, it helped preserve nutrients, shortened cooking time, and reduced vulnerability to weevil infestation. Mars became involved with rice conversion through Forrest Mars Sr., who encountered Huzenlaub's work while expanding the Mars food business in the United Kingdom. Mars and Huzenlaub later formed a rice-conversion venture in Houston, Texas, and Huzenlaub, working with food broker Gordon L. Harwell, helped establish Converted Rice, Inc. in 1942. During the war, the company sold its full output to American and British armed forces. Parboiled rice was useful in military logistics because it could be transported or air-dropped with less risk of insect damage, cooked relatively quickly, and retained more nutritional value than some competing products. The company expanded its production capacity in 1944 with support from the Defense Plant Corporation and investment from Forrest Mars. The consumer brand was first marketed as Uncle Ben's in 1943 and became one of the leading rice brands in the United States. Its products were associated particularly with converted long-grain rice, although the range later broadened to include ready-to-heat rice, flavored rice, basmati rice, and other grain-based convenience products. Forrest Mars acquired Erich Huzenlaub's interest in 1959 and incorporated the business into Food Manufacturers, Inc. The brand's principal milling operation was located on the Houston Ship Channel until its relocation to Greenville, Mississippi, in 1999. For decades, the packaging and advertising used an image of an elderly Black man in formal clothing and a bow tie. Mars offered different explanations for the name and identity of Uncle Ben over time, including an account linking the image to a Chicago maître d'hôtel named Frank Brown and another describing Ben as a respected rice farmer. In 2020, the company acknowledged that it could not establish whether a real person named Ben had served as the source. A 2007 advertising campaign recast the pictured character as the company's chairman of the board, an attempt to give the longstanding visual identity a more contemporary business role. Following the global racial-justice protests after the murder of George Floyd, Mars announced on June 17, 2020, that it would change the brand's identity. The company retired the Uncle Ben's name and the historic logo, introducing Ben's Original. New packaging began appearing broadly in the United States and Canada around June 2021. The change was part of a wider reassessment of food-brand imagery associated with racial stereotypes and hierarchy. Ben's Original remains an active Mars brand with an international presence, centered on packaged rice and convenient grain-based meals.

History

The technical foundation of Ben's Original dates to the development of parboiling methods in the early twentieth century. Erich Huzenlaub, a German-British chemist, and Francis Heron Rogers, a British chemist, developed a process that treated rice before milling. Whole grain was vacuum-dried, steamed, and vacuum-dried again before the husk was removed. This approach retained more nutrients, reduced preparation time, and made rice less susceptible to weevil infestation. The process later became known as the Huzenlaub Process. Forrest Mars Sr. encountered Huzenlaub's work while working to extend the Mars food business internationally. During the 1930s, Mars became involved with Rice Conversion Ltd., Huzenlaub's London-based company. The two men subsequently formed Mars and Huzenlaub in Houston, Texas, giving Mars a partial interest in the patent associated with the rice-conversion process. In 1942, Huzenlaub and Houston food broker Gordon L. Harwell established Converted Rice, Inc., with Mars's sponsorship and guidance. Converted Rice initially served military customers. During the Second World War, its entire production was sold to the United States and British armed forces. The rice's resistance to insect infestation was valuable for military supply chains, while its shorter cooking time and nutritional characteristics offered practical advantages to troops. In 1944, the company built a second large plant with additional financing from the Defense Plant Corporation and investment from Forrest Mars. The consumer brand was introduced as Uncle Ben's in 1943. It became a leading American rice brand and remained the top-selling rice brand in the United States until the 1990s. The brand was built around converted rice, especially long-grain varieties, and later expanded into flavored rice, ready-to-heat products, basmati rice, and related convenience foods. In 1959, Forrest Mars bought Huzenlaub's interest and merged the rice operation into Food Manufacturers, Inc. The brand's rice-milling facility stood on the Houston Ship Channel until the operation moved to Greenville, Mississippi, in 1999. The Uncle Ben's identity relied heavily on a portrait of an elderly Black man wearing a bow tie. The image appeared on products and in advertising from 1946 until the 2020 rebrand. Mars gave varying accounts of the character's origins, at different times associating the name with a respected rice farmer or suggesting that the image was based on Frank Brown, a Chicago maître d'hôtel. In 2020, Mars stated that it did not know whether a real Ben had existed. A 2007 campaign attempted to modernize the character by presenting him as chairman of the board. In the context of renewed public debate over racial stereotypes in consumer branding, and following the racial-justice protests after George Floyd's murder, Mars announced in June 2020 that the identity would be changed. The company replaced Uncle Ben's with Ben's Original and removed the historic logo depicting the formally dressed Black man. The new packaging entered the United States and Canadian markets broadly around June 2021. The rebrand marked the most significant change in the brand's public identity while retaining its core association with packaged rice and convenient grain foods.

2021
Rebranded packaging becomes widely available
[1]Ben's Originalen.wikipedia.org
Ben's Original packaging reached broad retail distribution in the United States and Canada.
2021
Ben's Original replaces Uncle Ben's
[9]Ben's Original replaces Uncle Ben'schicagobusiness.com
The successor identity launches with new packaging and without the former character.
2020
Brand is renamed Ben's Original
[1]Ben's Originalen.wikipedia.org
Mars announced the retirement of the Uncle Ben's name and historic logo and introduced Ben's Original.
2020
Mars announces a rebrand
[2]Uncle Ben's rice to change brand as part of parent company's stance against racismnbcnews.com
Mars announces that the Uncle Ben's name, imagery, and packaging will be changed.
2012
Ben's Beginners launches
[4]Brand Seeks to Make Child's Play of Cookingnytimes.com
A family cooking contest encourages children and parents to prepare meals together.
2011
Begin with Ben expands the brand proposition
[5]Uncle Ben's Stresses Rice as Healthy Foundationmediapost.com
The brand promotes rice as a foundation for healthier family meals and increases emphasis on whole-grain products.
2007
The chairman campaign
[3]Uncle Ben, Board Chairmannytimes.com
Mars gives the fictional Uncle Ben character a more prominent executive persona in a major advertising campaign.
1999
Milling operation moves from Houston
[1]Ben's Originalen.wikipedia.org
The brand's milling plant moved from the Houston Ship Channel to Greenville, Mississippi.
1964
Integration into Mars
[8]Uncle Ben's Inc. — Company Historycompany-histories.com
Mars integrates the rice business into its broader food operations after Forrest Mars's food businesses are combined with Mars.
1959
Mars acquires Huzenlaub's interest
[1]Ben's Originalen.wikipedia.org
Forrest Mars purchased Erich Huzenlaub's interest and merged the business into Food Manufacturers, Inc.
1946
Uncle Ben appears in advertising
[3]Uncle Ben, Board Chairmannytimes.com
The Uncle Ben character begins appearing in advertising for the rice line.
1944
Second large production plant is built
[1]Ben's Originalen.wikipedia.org
Converted Rice expanded capacity with financing from the Defense Plant Corporation and investment from Forrest Mars.
1943
Uncle Ben's is first marketed
[1]Ben's Originalen.wikipedia.org
The consumer rice brand that later became Ben's Original entered the market under the Uncle Ben's name.
1942
Converted Rice, Inc. is established
[1]Ben's Originalen.wikipedia.org
Erich Huzenlaub and Gordon L. Harwell established Converted Rice, Inc. in Houston with Mars sponsorship and guidance. Erich Huzenlaub and Gordon Harwell establish the Houston-based company that later develops the Uncle Ben's brand.
1932
Forrest Mars becomes involved in rice conversion
[1]Ben's Originalen.wikipedia.org
Forrest Mars encountered Huzenlaub's rice-conversion work while expanding the Mars food business internationally.
1910
Development of the Huzenlaub Process
[1]Ben's Originalen.wikipedia.org
Erich Huzenlaub and Francis Heron Rogers developed a nutrient-preserving parboiling method that became the technical basis for converted rice.

Products and positioning

A mainstream-to-premium packaged-food brand positioned around reliable rice quality, nutritional retention, convenience, and quick preparation.

Rice · 1943
Parboiled rice
The brand's historical core product is converted or parboiled rice. The process partially cooks rice in the husk before drying and milling, helping preserve nutrients while producing grains that cook more quickly and resist some storage pests.
Rice
Converted and long-grain rice
Ben's Original long-grain products extend the brand's central rice proposition into everyday household cooking. They are sold as plain rice varieties and are associated with separate grains, dependable preparation, and broad use across meals. The brand's foundational products were parboiled or converted rice and conventional long-grain rice, sold as pantry staples for home cooking. They were marketed around consistent texture, dependable preparation, and suitability for use as a side dish or base for a complete meal.
Convenience food
Ready rice
Ready-to-heat rice products translate the brand's rice expertise into a convenience format. These products are designed to reduce preparation time and provide a quick accompaniment or base for a meal. Ready Rice and related instant or microwaveable formats targeted consumers seeking a faster alternative to conventional stovetop preparation. These products extended the brand into convenient meal solutions while retaining its association with rice as a dependable everyday staple.
Prepared rice
Seasoned and flavored rice
Seasoned and flavored rice products broaden the range beyond plain grains by combining rice with herbs, spices, sauces, or other flavor components. They are positioned as convenient side dishes and meal components.
Rice
Basmati rice
Basmati rice is part of the brand's international rice portfolio. Mars introduced sustainability certification for basmati rice sold under the former Uncle Ben's name in 2017 to encourage improved farming practices among local growers.
Prepared side dishes
Seasoned rice and side dishes
Seasoned rice, wild-rice products, fried-rice mixes, and other side dishes added flavor and variety to the core rice portfolio. Availability differed by market, and some products were positioned as quick accompaniments to family meals.
Grain and convenience foods
Couscous and meal accompaniments
In some markets the brand portfolio extended beyond rice to couscous, cooking sauces, and related meal components. These products supported Mars Food's broader strategy of selling convenient grain-based meal solutions rather than only plain rice.

Controversies

2020
Criticism of racialized brand imagery
The Uncle Ben's name and image were criticized as reflecting racial stereotypes and hierarchical racial imagery. Following renewed public scrutiny after the murder of George Floyd, Mars announced that it would retire the identity and replace it with Ben's Original. The Uncle Ben's name and image were criticized as reflecting racial stereotypes and hierarchical racial imagery. Critics argued that the use of an honorific such as "Uncle" for a Black man reflected conventions associated with the Jim Crow era, in which Black men were often denied formal titles such as "Mr." Following renewed public scrutiny after the murder of George Floyd, Mars announced that it would retire the identity and replace it with Ben's Original.
Source
2020
Racial stereotype controversy and rebranding
Critics argued that the Uncle Ben name and the depiction of a Black man in a deferential honorific drew on racial stereotypes associated with the Jim Crow era. Amid renewed public scrutiny in 2020, Mars announced that it would retire the name and imagery and replace them with Ben's Original.
Source

2021Everyone's Original
United States · United Kingdom · Global
The first major campaign for Ben's Original used real families and friends, unscripted cooking moments, and inclusive casting to introduce the successor identity. It established Ben's Original as the replacement brand and communicated Mars's revised emphasis on inclusion.
Outcome. It established Ben's Original as the replacement brand and communicated Mars's revised emphasis on inclusion.
Source
2020Ben's Original identity evolution
Global
Mars announced a new identity for Uncle Ben's after criticism of racialized branding intensified during the 2020 racial-justice protests. The initiative replaced the brand name and historic portrait with Ben's Original branding. New packaging became widely available in the United States and Canada around June 2021.
Outcome. New packaging became widely available in the United States and Canada around June 2021.
Source
2020Special Guests
United States · Global
A father and daughter cook together and use a video call to include their grandmother at dinner, translating the brand's togetherness message into the context of physical distancing. The campaign maintained brand communication during the COVID-19 period while emphasizing emotional connection and safe production practices.
Outcome. The campaign maintained brand communication during the COVID-19 period while emphasizing emotional connection and safe production practices.
Source
2019Cooking Brings Us Closer
United States
Television and digital advertisements used everyday relationship moments, including moving in together and expecting a child, to present cooking and rice-based meals as sources of connection. The campaign updated the brand's family positioning for younger adults while retaining the emphasis on shared meals.
Outcome. The campaign updated the brand's family positioning for younger adults while retaining the emphasis on shared meals.
Source
2012Ben's Beginners Cooking Contest
United States
The program encouraged children to cook with their parents and submit videos showing their recipes and family experiences. It combined digital participation, public voting, celebrity appearances, cash awards, and school cafeteria support. The initiative connected the brand with family cooking, nutrition education, and children's practical food skills.
Outcome. The initiative connected the brand with family cooking, nutrition education, and children's practical food skills.
Source
2011Begin with Ben
United States · Europe · Canada
Begin with Ben repositioned rice as the starting ingredient for nutritious family meals. The platform reflected growing consumer interest in health, whole grains, and meal planning. It broadened the brand message beyond rice as a side dish and supported the launch or promotion of additional whole-grain products.
Outcome. It broadened the brand message beyond rice as a side dish and supported the launch or promotion of additional whole-grain products.
Source
2007Chairman of the Board campaign
United States
An advertising campaign presented the established Uncle Ben character as chairman of the board, attempting to give the longstanding packaging figure a more contemporary and authoritative corporate identity. The campaign preceded the later retirement of the Uncle Ben's name and character in 2020. An advertising campaign presented the established Uncle Ben character as chairman of the board, attempting to give the longstanding packaging figure a more contemporary and authoritative corporate identity. The campaign increased the character's prominence but also generated renewed discussion about the racial implications of the identity. It preceded the later retirement of the Uncle Ben's name and character in 2020.
Outcome. The campaign preceded the later retirement of the Uncle Ben's name and character in 2020.
Source
2007Ben Knows Best / Chairman campaign
United States
The campaign presented Uncle Ben as a successful chairman with an office, schedule, and business authority. Mars aimed to modernize the long-standing character and use him to communicate wisdom, quality, and brand heritage.
Outcome. The campaign increased the character's prominence but also generated renewed discussion about the racial implications of the identity.
Source

Brand decisions

2020
Retire the Uncle Ben's name and logoStrategy
Background
The brand faced renewed criticism over its name and the image of an elderly Black man in formal clothing. The debate occurred amid broader reassessment of racial imagery in consumer brands. Long-running criticism of the name and character became more prominent during global protests against racial injustice.
Action taken
Mars announced that it would evolve the identity, remove the historic portrait, and rename the brand Ben's Original.
Aftermath
The new identity was announced in 2020 and became widely visible on United States and Canadian packaging around June 2021. The original brand identity was retired and the rice portfolio continued under the successor name.
Source
2017
Certify basmati rice sustainabilityStrategy
Background
Mars sought to encourage better agricultural practices among farmers supplying basmati rice under the brand.
Action taken
The company began sustainability certification for basmati rice sold under the Uncle Ben's brand.
Aftermath
The initiative formed part of the brand's documented sustainability-related activity before its 2020 renaming.
Source
2007
Elevate the fictional character into a chairman personaStrategy
Background
Mars research reported that consumers associated Uncle Ben with warmth, quality, familiarity, and trust, while the company wanted more freedom than a static portrait allowed.
Action taken
The brand gave Uncle Ben an elaborate office and the title of chairman in advertising and online communications.
Aftermath
The approach refreshed the character but intensified debate over the racial meaning of the brand identity.
Source

Recent events

2021-08-16
Ben's Original launches “Everyone's Original” campaign[11]Ben's Original推出“Everyone's Original”营销活动prnewswire.com
Reported: 2021-08-16
Mars Food introduced Ben's Original's first global marketing campaign, “Everyone's Original,” on August 16, 2021. The campaign was set to air first in the U.S. before rolling out to Australia, the UK, Germany, Canada and France.
2020-09-23
Mars announced the renaming of Uncle Ben's to Ben's Original[12]Mars宣布将Uncle Ben's更名为Ben's Originalmalaymail.com
Reported: 2020-09-24
Mars announced that its Uncle Ben's rice product would be renamed Ben's Original and that the package would drop the character image. The announcement followed longstanding criticism that the branding employed racist stereotypes of African Americans.

Sources13 sources

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