Rebrand closed
Ben's Original renamed (2020)
Mars completed the acquisition of Ben's Original on 23 September 2020.[1]
Mars renamed Uncle Ben's to Ben's Original and removed the image of an elderly Black man from the packaging, after criticism during the 2020 racial justice protests that the branding drew on a servant stereotype.
Deal facts
- Announced
- Closed
- Value
- Not recorded
- Buyer
- Mars
- Seller
- —
- Assets
- Ben's Original
- Regulatory review
- None recorded
Ownership changes recorded from this deal
| Owner | Owned | Relationship | Stake | From | To |
|---|---|---|---|---|---|
| Mars | Ben's Original | owns | 100% | — | present |
Who owns Ben's Original today?
- Ben's Original — owned by Mars
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Mars, Incorporated — our brands — Mars, Incorporated, Official document; retrieved 6 September 2026.
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