Mars Inc. (the chocolate story)

7655.015 - 7681.817 David Rosenthal

Because what's the military need a lot of? Cheap calories. Rice. And hey, this is more nutritious. It cooks faster. Like, great. Great customer. And this becomes Uncle Ben's rice. Today, Ben's original. The idea of launching a branded rice product in America was crazy. I mean, it's not as crazy as like the pet food business, but there were no brands in the rice category before Uncle Ben's.