New name, new focus with Ben’s Original

After the official rebranding of Uncle Ben’s last year, Mars Food Australia has released Ben’s Original rice products. The brand features refreshed branding, packaging, and a social commitment to those in need.

Mars Food Australia has made a five-year commitment for a portion of its Ben’s Original profits going to supporting disadvantaged communities in Australia.

Mars Food Australia general manager Bill Heague said the move was about everyone having access to nutritional food.

“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,” Heague said.

Heague said the announcement is the start of a new phase for Ben’s Original, with an integrated launch campaign called “Everyone’s Original”.

“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 launched the ready-to-heat range in Australia in 1982 and the brand has a loyal following. We are focused on growing the brand and building its local reputation as the world’s tastiest rice,” he said.

Available in 28 flavours, the ready to heat microwave rice can be prepared in 90 seconds and is now packaged with the Ben’s Original brand name on the same orange background, maintaining its blue font.

The packaging is recyclable through the REDcycle program, with its packaging carrying the ARL logo and instructions for consumers on how to use REDcycle. The company has a commitment that all of its packaging will be reusable, compostable or recyclable by 2025.  

Mars Food has also set targets for using sustainable rice. In 2020, almost its entire rice supply was from farmers working towards the Sustainable Rice Platform Standard. It is also working towards its goal of halving its gap to sustainable water usage by 2025.