The Uncle Ben’s rice brand is getting a new name: Ben’s Original.

Parent firm Mars Inc. unveiled the change Wednesday for the 70-year-old brand, the latest company to drop a logo criticized as a racial stereotype. Packaging with the new name will hit stores next year.

“We listened to our associates and our customers and the time is right to make meaningful changes across society,” said Fiona Dawson, global president for Mars Food, multisales and global customers. “When you are making these changes, you are not going to please everyone. But it’s about doing the right thing, not the easy thing.”