New Packaging and Purpose-Driven Initiatives are the Next Steps in the Brand’s Ambitions to Create Opportunities That Offer Everyone a Seat at the Table
Ben’s Original™ products will start rolling out in new packaging at retailers nationwide in the UK from today.
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.
The Ben’s Original™ packaging includes the new brand name featured on a familiar orange background and same navy-blue font to help shoppers easily find their favorite product. Inside the packaging, shoppers will continue to find a wide range great tasting products with flavours that serve as the cornerstone of so many favorite meals that invite people to gather around the table.
The change will be reflected across its portfolio of plain & flavoured ready-to-heat rice pouches as well as dry rice and jarred sauces.
The launch is being supported by a through the line campaign over the coming weeks. This includes a new TV advert which first aired this week, social content plus in-store activation 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.”
Giving back to our communities
Ben’s Original™ community support programs will ensure underserved communities across the UK have access to the nutritious meals we all deserve – and the brand’s new Seat at the Table Fund will create opportunities for people from those communities to pursue careers in the food industry so their ideas and voices can be appreciated by all.
This started in the United States by launching the first Ben’s Original™ Seat at the Table Fund scholarship to support Black students interested in food industry careers.
In the UK, Ben’s Original will be launching a Seat at the Table fund later this year, which will support people from underserved communities through apprenticeships in the food industry. 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 organization achieve their vision of ending the need for food banks in the UK and to work towards a hunger free future. In 2021 Mars Food, parent company of Ben’s Original 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 – the national food redistribution charity. This year Ben’s Original will donate at least 3 million meals to HisFood as well as Fareshare to ensure nutritious food donations reaches those who need it the most.
These partnerships will ensure that Ben’s Original™ in the UK is supporting underserved communities in the months and years ahead.
Rob Hollis, Marketing Director, Mars Food UK: “In the UK there are too many people trapped in poverty, many of whom cannot afford to put food on the table. With the Ben’s Original™ brand we’re committed to supporting people who need it most by providing access to healthy food and educational opportunities through the powerful partnerships we have. We recognize there is much more work to do over the coming months and years as we look to bring our new brand purpose to life to offer everyone a seat at the table; we remain committed to delivering this ambition.”
These steps are in addition to Ben’s Original™ initiatives in other countries as well as commitments from Mars, Incorporated, to continue to improve racial equity throughout our business, from increased representation in our workforce, leadership and talent pipeline, to better utilizing our spend, specifically among our suppliers, to drive positive change.
For more information about Ben’s Original™ including images of the new packaging, visit www.BensOriginal.co.uk