The instant rice brand is retiring its controversial branding.

Following the increasing awareness brought by the Black Lives Matter movement, many companies have been reassessing their branding to eliminate outdated, stereotypical, or problematic representations. Uncle Ben’s, a well-known producer of instant rice products, is the latest brand to join this movement.

The parent company of Uncle Ben’s, Mars Brands, announced today that they will be retiring the brand’s logo featuring an elderly black man and changing the brand’s name to Ben’s Original. The updated product packaging will begin to appear in stores in 2021.

“We have listened to feedback from our employees and customers, and we believe that now is the appropriate time to make significant changes within our society,” said Fiona Dawson, the global president for Mars Food, multisales, and global customers. “While these changes may not please everyone, our focus is on doing what is right rather than what is easy.”

Uncle Ben’s has been using the image of an elderly black man on its packaging since the early 1940s, supposedly inspired by a maitre d’ named Frank Brown from Chicago. In a rebranding effort in 2007, the character of Uncle Ben was portrayed as the chairman of a successful rice company. Dawson stated that the new name, Ben’s Original, was the outcome of extensive discussions with investors and board members. No decision has been made yet regarding the image or character that might accompany the new brand name.

Alongside the rebranding of Uncle Ben’s, Mars also announced several new initiatives and investments. The company will collaborate with the National Urban League to provide $2 million in scholarships for black culinary students. Additionally, they will allocate $2.5 million towards nutritional and educational programs for the minors in Greenville, Mississippi, the primary location where Uncle Ben’s rice is produced.