Food group Mars Food will discontinue the name Uncle Ben's and adjust the packaging of the rice, the company announced on Wednesday.
Mars Food recently came under fire for allegedly promoting racist stereotypes.
The rice is now sold under the name Ben's Original.
"Showing the ambition to create a more inclusive future while remaining faithful to making the best rice in the world."
In the past Uncle Ben's was also a very large rice brand in the Netherlands.
“In recent weeks, we have listened to thousands of customers, our own partners and stakeholders from around the world,” the parent company said in the statement.
"We understand that the brand's name and photo were associated with inequality."
According to Mars, the company does not stop at adjusting the rice packaging, but is taking more steps to promote inclusivity.
The new packaging, with the new name, should be on the shelves from next year.