Uncle Ben's says it's going to 'evolve' its image, which it hopes will help end racial bias.
Its rice products have been fronted by the image of a black man since 1946.
In a statement, food giant Mars says it has a responsibility to take a stand, and it's the right time to make changes to its brand.
"As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices," a spokesperson said in the statement.
"We recognise that one way we can do this is by evolving the Uncle Ben’s brand, including its visual brand identity.
'We don’t yet know what the exact changes or timing will be, but we are evaluating all possibilities."
