Rice brand Uncle Ben's has vowed to "evolve" its visual identity in an effort to address "racial bias and injustices".
The Uncle Ben character, depicted on the brand's packaging as an African-American rice grower, first appeared in the early 1940s and has long been criticised as racist.
In a statement on Wednesday, the brand's parent company Mars Incorporated said that the exact changes and timing are still being decided, but “all possibilities” are being evaluated.
It comes after Aunt Jemima, a pancake syrup and mix brand, announced earlier on Wednesday that it will change its name and logo after acknowledging it is based on “a racial stereotype.”
Both brand names have long faced criticism because “white Southerners once used ‘uncle’ and ‘aunt’ as honorifics for older blacks because they refused to say ‘Mr.’ and ‘Mrs.,’” The New York Times reported.
Mars said: "As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices.
"As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognise that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do.
"Racism has no place in society. We stand in solidarity with the Black community, our Associates and our partners in the fight for social justice.
"We know to make the systemic change needed, it’s going to take a collective effort from all of us – individuals, communities and organisations of all sizes around the world."
