Mars Food Australia has revealed the new brand identity for Ben’s Original ready-to-heat rice products, following the retirement of the Uncle Ben’s brand.
The new packaging features the same orange background and navy-blue font. The rice products are available in 28 flavours, are ready in 90 seconds and taste the same as the old product range.
Bill Heague, GM at Mars Food Australia, said the change marks not only a new packaging but also a memorable moment for Ben’s Original: the company has shared its new purpose, committing to investing a portion of its profits over the next five years to contribute to Australia’s disadvantaged communities.
“This is not just a name and packaging change. We believe everyone deserves to feel welcome, heard and have access to nutritious food,” said Heague. “That’s why we have committed to funding initiatives that help improve social inclusion and create meals, experiences and opportunities that offer everyone a seat at the table. We are currently in discussions with a number of community groups in Australia and we look forward to announcing a new partnership early next year.”
This video explains the transition: