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Uncle Ben’s to ‘evolve’ its brand identity

No timeline given on making changes

Uncle Ben's Ready Rice is seen during Ben's Beginners Cooking Contest Launch Event: Back to the Future Of Cooking at Home Studios on August 23, 2016 in New York City.
Uncle Ben's Ready Rice is seen during Ben's Beginners Cooking Contest Launch Event: Back to the Future Of Cooking at Home Studios on August 23, 2016 in New York City. (2016 Getty Images)

Food manufacturer Mars Incorporated says it's going to make changes to the rice brand Uncle Ben's.

The brand and logo have long been criticized for being based on racist stereotypes.

Mars released a statement Wednesday saying it is time to "evolve the Uncle Ben's brand, including its visual brand identity."

The company said it hasn't determined specific changes or the timeline for making those changes.

Earlier on Wednesday, Quaker Oats moved to get rid of the Aunt Jemima pancake brand and logo.

Calls for racial equality have reached a fever pitch in recent weeks following the death of George Floyd at the hands of police.

Worldwide protests have taken place as still more black people are killed by white officers.