Ben's Original and Ben Rice partner to combat childhood hunger

Ben’s Original, a brand within the Mars Food and Nutrition portfolio, has announced a strategic partnership with professional baseball player Ben Rice. The collaboration utilizes a unique naming alignment to drive a shared mission with No Kid Hungry, a national organization dedicated to ending childhood hunger in the United States.

The partnership represents an evolution in how heritage brands engage with sports culture, moving beyond traditional endorsements to focus on Corporate Social Responsibility (CSR) and community-driven impact. By connecting on-field performance with philanthropic outcomes, the initiative aims to increase food accessibility for families facing food insecurity.

The collaboration was initiated following the professional debut of Ben Rice, whose name provided a natural opportunity for brand integration. However, the partnership is grounded in a quantitative commitment to hunger relief. To launch the effort, the brand is providing access to up to 22,000 meals for children, a figure inspired by the number 22 on Rice’s jersey.

Throughout the season, Ben’s Original will continue to make donations to No Kid Hungry based on Rice's performance on the field. This "performance-for-impact" model allows the brand to maintain consistent engagement with both sports fans and socially conscious consumers, effectively turning athletic milestones into measurable community support.

Leveraging sports culture for community engagement

For Mars Food and Nutrition, the partnership is a tool for bridging the gap between a 70-year-old heritage brand and contemporary culture. By aligning with a rising figure in professional baseball, the brand seeks to reinforce its position as a provider of healthy, convenient, and accessible meal solutions while addressing the structural issue of food insecurity.

Matt Graham, VP of Growth and Digital Demand at Mars Food and Nutrition, highlighted the strategic intent behind the collaboration.

"When we saw Ben Rice step up to the plate, we knew we had a fantastic opportunity," Graham said. "This partnership goes beyond a fun name connection. It’s about using the moment to expand access to meals for kids and continuing to deliver the tasty, healthy, convenient options families love. Together, we’re turning awareness into action."

Portfolio expansion and market presence

The partnership comes as Ben’s Original continues to diversify its product offerings to meet the needs of modern consumers. The brand’s current portfolio, which includes Single Serve Cups, Street Food Ready Meals, and Ready Rice, focuses on bold flavors and convenience—factors that are increasingly important to busy families and individuals.

Ben Rice noted the importance of the brand's legacy in his decision to join the initiative.

“When your name is already built into the partnership, the only thing left to do is swing for the fences,” Rice said. “Ben's Original has built a great legacy, and I'm excited to be part of that while helping more kids and families access the meals they need.”

Future outlook

As consumer expectations for corporate transparency and social impact continue to rise, partnerships that integrate brand identity with charitable causes are becoming a standard in the CPG industry. The Ben’s Original and Ben Rice collaboration serves as a case study in how brands can utilize cultural moments to drive both visibility and social change.

The initiative will remain active throughout the current baseball season, with ongoing updates on the progress of the meal donation program. For retailers and stakeholders, the partnership provides a narrative of purposeful growth that resonates with a broad demographic of consumers focused on both quality and community welfare.