Ben's Original Golden Vegetable rice

Ben's Original, formerly known as Uncle Ben's, is a globally recognized brand of parboiled rice and related food products. The brand was originally inspired by a Texas rice farmer and was commercialized in the United States during the 1940s by Converted Rice Inc., which later became part of Mars, Incorporated.

In 2020, the brand underwent a significant global rebranding to drop the 'Uncle' title and update its visual identity to be more inclusive while maintaining its signature orange packaging. Today, the brand is a staple in the microwaveable rice category, known for its quick-cook pouches like the Golden Vegetable variety shown here.

Manufacturing for the European and UK markets is heavily centered at Mars' specialized production facilities in King's Lynn, Norfolk, UK. The brand remains a wholly-owned subsidiary of Mars, Incorporated, a multinational American firm headquartered in McLean, Virginia, which manages the brand's global distribution and sustainability initiatives.