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Inclusive Rebranded Rice Products

Ben's Original Rice Focuses on High-Quality Ingredients

— June 10, 2021 — Marketing
The Ben's Original rice range has been introduced by Mars Food as an update to the previous Uncle Ben's range in a bid to highlight inclusivity and a commitment to delivering high-quality ingredients.

The branding for the ride will feature the recognizable orange background featured on the previous packaging to make it easy for consumers to locate on store shelves. Consumers will be alerted to the updated product range via a TV commercial along with social content, in-store activations and outdoor advertising launching now through the coming weeks.

Global Chief Marketing Officer and Research and Development Officer at Mars Food Rafael Narvaez spoke further on the Ben's Original rice range saying, "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. That is why we have 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.”
Trend Themes
1. Inclusive Branding - Brands can update their packaging and messaging to better highlight inclusivity and commitment to delivering high-quality ingredients, promoting a more diverse and equitable food industry.
2. Purpose-driven Marketing - Companies can implement a new brand purpose to create meals, experiences, and opportunities that offer everyone a seat at the table while aligning with the values of their target audience and meeting their demand for ethical and meaningful consumption.
3. Consumer-centered Innovation - Brands can conduct consumer research, listen to their feedback and insights, and develop solutions that improve inclusivity and equity in the food industry as well as meet the changing preferences and needs of their target market.
Industry Implications
1. Food Products - Companies can reformulate and rebrand their food products to better highlight inclusivity, ethical sourcing, and high-quality ingredients while aligning with the values and preferences of modern consumers who demand transparency, sustainability, and diversity in their food choices.
2. Marketing & Advertising - Marketing agencies can work with food brands to develop purpose-driven campaigns that leverage inclusive messaging, storytelling, and channels to reach a wider and more diverse audience while aligning with their clients' brand purpose and values.
3. Consumer Research & Insights - Research firms can help food brands conduct consumer research and gather insights on changing preferences, behaviors, and needs related to inclusivity, sustainability, and high-quality ingredients so that they can proactively adapt their strategies and offerings to better serve their target market.
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