Uncle Ben's relaunches in Australia as Ben's Original

Ben’s Original rice products are launching with a range of new packages in retailers nationwide. The pre-cooked rice brand was previously known as Uncle Ben’s, prior to a renaming last year. The launch of the new product branding and name will coincide with an international marketing campaign — entitled ‘Everyone’s Original’ — to raise awareness of the range and its packaging. The campaign will also emphasise inclusivity with a celebration of individuality.

In tandem with the new product launch, Mars Food Australia, owner of the Ben’s Original brand, has pledged to donate a proportion of profits from the next five years of business to support disadvantaged communities in Australia. The exact details of this arrangement have not yet been released.

The new Ben’s Original packaging will feature prominent placement of the brand name along with the use of the same colour scheme that had been used on the Uncle Ben’s branding.