Talking Retail Grocery and product news for independent retailers
The packaging features the new “Ben’s Original” brand name on the same orange background, to “help shoppers easily find their favorite product”.
The change will be rolled out across its entire portfolio of plain and flavoured ready-to-heat rice pouches, 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.
Rafael Narvaez, global chief marketing officer and research and development officer at Mars Food, said: “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.
“That is why we have 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.”
The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.
