Mars Inc., the makers of Uncle Ben's, announced that the iconic rice brand will unveil a new name for 2021.
Ben's Original will hit stores early next year. Uncle Ben's was one of many brands criticized for racial stereotypes.
Fiona Dawson, Mars Food global president, said, “We listened to our associates and our customers and the time is right to make meaningful changes across society".
The changes were addressed on the brand's Instagram page, which has not updated it's name.
In addition to the name change the brand will also announced it will fund scholarships with the National Urban League and invest in Greenville, Mississippi, where the rice is produced.