Uncle Ben'sBen's Beginners

About UNCLE BEN'S® Rice History

An inside look at the rich history and health benefits of rice and grains.

We believe in the power of shared meals. For more than 70 years, the UNCLE BEN’S® Brand has been helping families cook together by providing meal solutions that are easy, convenient and above all, tasty. And, we know that when you begin with rice, you end up with a better-for-you meal* because rice attracts colorful vegetables, savory spices and leaner cuts of meat.

The UNCLE BEN’S® Brand, the number one rice brand in the world, is proud to offer a wide range of rice dishes with flavors and textures that will help bring more to your meals, both for savory main courses and convenient side dishes. We make a variety of white, whole grain brown, and flavored rice in cook times ranging from 90 seconds to 30 minutes, as well as rice for food service operations such as restaurants, schools and hospitals. The UNCLE BEN’S® Brand products are manufactured by Mars Food, part of Mars, Incorporated, and can be found around the world.

*Evaluation of Impact of Rice Consumption, An Analysis of the U.S. National Health and Nutrition Examination Survey, 1999-2004.

History of the UNCLE BEN'S® Brand

The UNCLE BEN'S® Brand is all about

rice. So we like to think our history

goes back to the very beginning, when

this small grain became something big

in the development of civilization.

  • 1000 A.D.
  • 1930s
  • 1942
  • 1945
  • 1947
  • 1952
  • 1956
  • 1961
  • 1964
  • 1972
  • 1977
  • 1987
  • 1988
  • 1990
  • 2004
  • 2009
  • 2011
  • 2012
  • 2013
  • 2014
  • 2015

Intro

The UNCLE BEN'S® Brand is all about rice. So we like to think our history goes back to the very beginning, when this small grain became something big in the development of civilization.

Get Started
 

1940s

  • 1940s

    During World War II, the original CONVERTED Brand Rice was supplied to the US Army.
    A marketing campaign commenced in 1945 to educate US consumers about the benefits of original CONVERTED Brand Rice.
    CONVERTED Rice officially launched as UNCLE BEN'S® CONVERTED Brand Rice in 1947.

1950s

  • 1950s

    The UNCLE BEN'S® brand became the #1 rice brand in the US by 1952.
    The company changed its name from "CONVERTED Rice Inc" to "UNCLE BEN'S® Inc." in 1959, when Forrest Mars became sole owner of the business.

1960s

  • 1960s

    The UNCLE BEN'S® brand brought more exotic rice varieties to the market and taught consumers how to use them. Exciting new products such as UNCLE BEN'S® Long Grain and Wild Rice Original Recipe were launched.
    In 1966, UNCLE BEN'S® rice was launched in the UK.

1970s

  • 1970s

    UNCLE BEN'S® moved into brown rice varieties.
    By 1974, annual sales of UNCLE BEN'S® rice had reached the 100 million milestone.
    In 1977, UNCLE BEN'S® rice was produced in Europe for the first time in Olen, Belguim.

1980s

  • 1980s

    By 1981, sales of UNCLE BEN'S® rice had doubled to $200 million.
    Innovation was characterised by the drive for taste and convenience.UNCLE BEN'S® Boil in a Bag Range was introduced to consumers, providing a new, easy way to cook perfect rice without the mess!

1990s

  • 1990s

    Innovation remained a key focus for the company. In 1994, UNCLE BEN'S® Soups and Rice Puddings were introduced.
    In 1998, UNCLE BEN'S® Flavoured Rice was added to the range.
    UNCLE BEN'S® Express microwaveable rice first launched in the UK in 1999.

2000s

  • 2000s

    UNCLE BEN'S® Rice, headlined by the Express microwaveable range is launched in Australia in 2007.
    By 2009, 13 delicious UNCLE BEN'S® Express variants are available for purchase in Australia.

2010s

  • 2010s

    The UNCLE BEN'S® range continues to expand across Australian supermarkets as consumers realise the convenience and ease of using microwave rice.

2020s

  • 2020s

    As the makers of UNCLE BEN'S® we’re committed to working with others to drive transformational change. That’s why we were the first in the industry to commit to sourcing 100% of our rice from farmers working towards the Sustainable Rice Platform standard by 2020.