Uncle Ben's is set to change its branding over concerns around "racial bias and injustice."
The firm's current packaging features fictional character "Uncle Ben" as a reference to an African American rice farmer from Texas.
The name was first used in 1946 but the image is of "a beloved Chicago chef and waiter named Frank Brown”, the company said.
However, with tension over how race is portrayed across the world, Uncle Ben's owner Mars has said things will change - reports Mirror Online.
Mars said: “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."
Mars gave no details of exactly how - or when - the changes will be made, simply saying it is “evaluating all possibilities".
It's not the only brand changing its look in the current climate either.
Aunt Jemima pancake mix and syrup, owned by Quaker Foods, is looking at changes too.
Quaker's Kristin Kroepfl said: "We recognise Aunt Jemima's origins are based on a racial stereotype."
"As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers' expectations."
In the statement, obtained by Adweek, Kroepfl added: “We are starting by removing the image and changing the name.
“We will continue the conversation by gathering diverse perspectives from both our organisation and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”
