Mars, the company behind "Uncle Ben's," today revealed a new, slightly less racist brand name for the popular quick-cooking American rice.
Mars had announced in the summer that the Uncle Ben's brand would "evolve." Since the 1940s, the rice boxes have featured a white-haired Black man, sometimes with a bow tie, an image critics say evokes servitude. Mars has said the face was originally modeled after a Chicago maitre d' named Frank Brown. In a short-lived 2007 marketing campaign, the company elevated Uncle Ben to chairman of a rice company.