Will redefining rice as a main meal element increase sales for Uncle Ben’s?

4/13/11

Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.

Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)

It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?


Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597