Ben’s Original updates packs

Ben's Original microwave rice

Mars Food has launched new packaging for its Ben’s Original products.

The new packaging is “the brand’s next step in its ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice”.

It includes the new brand name featured on an orange background in the same navy-blue font that shoppers are familiar with.

The change is reflected across the brand’s portfolio of plain and flavoured ready-to-heat rice pouches as well as dry rice and jarred sauces.

The launch is supported by a new TV advert, social content, in-store activity and outdoor advertising.

“Ben’s Original is not just a name and packaging change – we believe everyone deserves to feel welcome, heard and have access to nutritious food,” said Rafael Narvaez, Global CMO and R&D Officer, Mars Food. “That’s why we’ve committed to taking actions, that are based on insights of thousands of consumers, as well as our own Associates, designed to enhance inclusion and equity in service of our new brand purpose to create meals, experiences and opportunities that offer everyone a seat at the table.”

Originating in the US, the brand’s new Seat at the Table Fund launches in the UK later this year. It will offer apprenticeships for people from underserved communities to pursue careers in the food industry so their ideas and voices can be appreciated by all. The brand is committed to providing £250,000 in funding across the next five years.

In addition, the brand has an ongoing partnership with the Trussell Trust to help the organisation achieve its vision of ending the need for food banks in the UK and to work towards a hunger-free future. In 2021 Mars Food will be donating another £100,000 to the Trussell Trust, and additional activities with this partnership will launch in September.

Ben’s Original also regularly donates meals to underserved communities through its partnership with His Food – a national food redistribution charity. This year Ben’s Original will donate at least three million meals to HisFood as well as Fareshare to ensure nutritious food donations reaches those who need it the most.