Mars Inc today (16 August) launched Uncle Ben’s Whole Grain White Rice in the US, which the company said is the only whole grain rice that looks and tastes like standard white rice.

The brand will offer the range in six plain and flavoured varieties including Long Grain, Chicken, Cheddar Broccoli, Garden Vegetable, Taco Style and Sweet Tomato.

Uncle Ben’s said it is partnering with Missy Chase Lapine, author of The Sneaky Chef: Simple Strategies for Hiding Healthy Foods in Kids’ Favorite Meals to help parents sneak nutrition-rich foods into their children’s dishes.

“Our consumer research shows that moms are tired of meal-time battles when it comes to getting their kids to eat healthy. They know they need to serve whole grains at the dinner table but the reality is most kids will not eat brown rice,” said Sean Silk, marketing director, Uncle Ben’s. “The product is a good source of fibre, whole grains, and offers the familiar taste and texture of white rice. It is whole grain goodness parents can feel good about serving, with the taste everyone will love.”