© 2026 ABC News

Like so many other brands, including Aunt Jemima, Mrs. Butterworth's and Land O'Lakes, the rice maker announced it was time to \"evolve the Uncle Ben’s brand, including its visual brand identity.\"

In addition to the name and visual changes to the packaging, the brand said it is \"taking action to enhance inclusion and equity\" with a new purpose to \"create opportunities that offer everyone a seat at the table.\"

\"PHOTO:
Rogelio V. Solis/AP, FILE
PHOTO: The portrait of "Uncle Ben's" is portrayed on a box of rice, June 18, 2020 in Jackson, Miss.
>

Ben's Original has community outreach programs that will \"ensure underserved communities have access to the nutritious meals we all deserve.\"

We have a responsibility to help end racial injustices. We’re listening to consumers, especially in the Black community, and our Associates. We don’t yet know what the exact changes or timing will be, but we will evolve Uncle Ben’s visual brand identity. pic.twitter.com/n0e1pZ75OF

— Uncle Ben's USA (@UncleBens) June 17, 2020

\"We will also help culinary entrepreneurs of all colors get educational opportunities so their ideas and voices can be appreciated by all. This work will begin in the U.S., where we will partner with National Urban League to support aspiring Black chefs through scholarships, and we will then expand our efforts to support other underserved communities around the world,\" according to the press release.

The brand, based in Greenville, Mississippi, will also \"focus on enhancing educational opportunities for more than 7,500 area students, as well as furthering access to fresh foods.\"

","canonicalUrl":"https://abcnews.com/GMA/Food/uncle-bens-now-bens-original/story?id=73187975","legacySlug":"/food/story/uncle-bens-now-bens-original-73187975","noIndexNoFollow":false},"publishTime":"14:58","publishDate":"09-23-2020","updatedTime":"16:34","updatedDate":"09-23-2020","socialImage":{"alt":"Boxes of Uncle Ben's rice are displayed on a shelf at a Safeway store, June 17, 2020, in San Anselmo, Calif.","credit":"Justin Sullivan/Getty Images, FILE","ratio":"16x9","url":"https://s.abcnews.com/images/GMA/uncle-bens-products-file-gty-jef-200923_1600868865554_hpMain_16x9_1600.jpg","width":992,"height":558},"datePublished":"9/23/2020 14:58:00 GMT","video":{"live":false,"id":73187975,"headline":"Uncle Ben’s has a new name ","mediaAssetTitle":"UNCLE BEN'S NAME CHANGE","description":"The Twitter profile still has Uncle Ben's with the old logo as its photo. ","duration":"2:45","posterImg":{"url":"https://s.abcnews.com/images/GMA/default-img-undefined.png","width":608,"height":342},"video":{"feed":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2020/06/200618_gma_bankert_733_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8"},"playlist":["70206693","72371829","71294527"]},"relatedItems":[{"contentType":"story","date":"April 17, 2020","headline":"Why everyone just noticed Land O' Lakes changed its 'butter maiden' logo","section":"food","slug":"/food/story/noticed-land-lakes-changed-butter-maiden-logo-70206693","id":70206693,"image":{"alt":"Why everyone just noticed Land O' Lakes changed its 'butter maiden' logo","url":"https://s.abcnews.com/images/GMA/butter-nc-jt-200417_hpMain_4x3t_240.jpg","credit":"Richard B. Levine/Newscom, FILE","ratio":"1x1"}},{"contentType":"story","date":"August 14, 2020","headline":"Good Humor, RZA replace old ice cream truck jingle with racist roots ","section":"food","slug":"/food/story/rza-revamps-good-humor-ice-cream-truck-jingle-72371829","id":72371829,"image":{"alt":"Good Humor, RZA replace old ice cream truck jingle with racist roots ","url":"https://s.abcnews.com/images/GMA/good-humor-sh-ml-200814_1597407040722_hpMain_4x3t_240.jpg","credit":"Leonard Zhukovsky/Shutterstock, FILE","ratio":"1x1"}},{"contentType":"story","date":"June 18, 2020","headline":"Mrs. Butterworth's, Cream of Wheat join brands changing images amid racial protests","section":"food","slug":"/food/story/aunt-jemima-character-brand-removed-products-71294527","id":71294527,"image":{"alt":"Mrs. Butterworth's, Cream of Wheat join brands changing images amid racial protests","url":"https://s.abcnews.com/images/GMA/mrs-butterworth-syrup-sh-ml-200618_1592480221878_hpMain_2_4x3t_240.jpg","credit":"Ron Adar/SOPA Images/REX via Shutterstock","ratio":"1x1"}}],"relatedContentSection":"news","schemaContent":{"name":"Uncle Ben’s has a new name ","description":"The Twitter profile still has Uncle Ben's with the old logo as its photo. ","duration":"2:45","uploadDate":"09-23-2020","publication":"09-23-2020","images":"https://s.abcnews.com/images/GMA/default-img-undefined.png","url":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2020/06/200618_gma_bankert_733_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","contentUrl":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/2020/06/200618_gma_bankert_733_,500,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","link":"https://www.goodmorningamerica.com/food/story/uncle-bens-now-bens-original-73187975"}},"playlist":[{"id":"133730535","contentType":"story","section":"news"},{"id":"133712423","contentType":"story","section":"news"},{"id":"133694181","contentType":"story","section":"news"},{"id":"133688738","contentType":"story","section":"news"},{"id":"133616358","contentType":"story","section":"news"},{"id":"133616342","contentType":"story","section":"news"},{"id":"133522899","contentType":"story","section":"news"},{"id":"133584123","contentType":"story","section":"news"},{"id":"133579397","contentType":"story","section":"news"},{"id":"133482839","contentType":"story","section":"news"},{"id":"133390157","contentType":"story","section":"news"},{"id":"133415361","contentType":"story","section":"news"},{"id":"133414032","contentType":"story","section":"news"},{"id":"133380485","contentType":"story","section":"news"},{"id":"133358298","contentType":"story","section":"news"},{"id":"133350119","contentType":"story","section":"news"},{"id":"133307515","contentType":"story","section":"news"},{"id":"133307527","contentType":"story","section":"news"},{"id":"133282665","contentType":"story","section":"news"},{"id":"133220149","contentType":"story","section":"news"}],"kvps":{"pgtyp":"article","lang":"en","sp":"goodmorningamerica","programmatic":"true","bundleId":"com.abcnews"}},"analytics":{"accountID":"wdgnewwdgnewgmaweb","ns":"gma","pageName":"gma:food:video","pageType":"video","globalSpecVersion":"v1.08","siteDifferentiator":"gma:site","tagID":"g_page01","userABCookie":"0","section":"food","title":"Uncle Ben’s has a new name ","pubTime":"10:58","pubDate":"09-23-2020","modTime":"12:34","modDate":"09-23-2020","taxonomyTags":"none","id":73187975,"editorialOtherSubjects":"","wordCount":"none","columns":"none","authors":"","authorsUnit":"none","authorsBureau":"none","subBrand":"Good Morning America","provider":"Good Morning America","videoName":"Uncle Ben’s has a new name ","mediaAssetTitle":"UNCLE BEN'S NAME CHANGE","videoId":73187975,"mediaOnPage":"video","legacySlug":"/food/story/uncle-bens-now-bens-original-73187975"},"taboola":{}},"request":{"headers":{},"httpVersion":"1.1","method":"GET","url":"/video/73187975","vary":{"host":"www.goodmorningamerica.com","cached":true,"path":"/video/73187975","forwarded-proto":"https","device":"desktop","userab":"0"}},"viewport":{"width":1260,"height":0},"user":{}};