CARSON, CA -- (Marketwire) -- 08/16/10 -- Just in time for the busy back to school season, UNCLE BEN'S® proudly introduces Whole Grain White Rice, the first and only whole grain rice that looks and tastes like white rice. This innovative new product, now available at grocery stores nationwide, is destined to be mom's secret weapon to incorporating whole grains into her family's meals.

"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® Brand, Mars Food US. "UNCLE BEN'S® Whole Grain White Rice was developed to give moms (and dads) everywhere a little help in the kitchen. The product is a good source of fiber, 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."

To help home cooks get the most of their meals, UNCLE BEN'S® is partnering with Missy Chase Lapine, author of "The Sneaky Chef: Simple Strategies for Hiding Healthy Foods in Kids' Favorite Meals." Lapine has developed tips and recipes using new Whole Grain White Rice to help struggling moms sneak nutrition-rich foods into their children's favorite dishes.

"As the mother of picky eaters, I am always trying to find ways to sneak nutritious foods into my daughters' meals and, like most moms, can get frustrated with the ongoing struggle," said Lapine. "New UNCLE BEN'S® Whole Grain White Rice is a great solution for my family because I know I am feeding them a nutritious whole grain meal that they will actually eat and enjoy."

Lapine's original recipes using UNCLE BEN'S® Whole Grain White Rice and other Sneaky Chef tips can be found in a downloadable recipe booklet, available free at www.UncleBensGivesBack.com. For every booklet that is downloaded from the site between Aug. 16 and Sept. 30, UNCLE BEN'S® will donate $1 to Feeding America®, the nation's largest domestic hunger-relief charity. (A maximum donation of $250,000 will be made in 2010.)

About UNCLE BEN'S® Whole Grain White Rice
Ready to eat in just 10 minutes, UNCLE BEN'S® Whole Grain White Rice is the perfect meal-time solution for families that are time-crunched, but want to enjoy a complete, satisfying meal together. The new product line stays true to the UNCLE BEN'S® Brand quality by promoting healthy eating habits and convenience at a great value.

UNCLE BEN'S® Whole Grain White Rice is now available at grocery retailers nationwide in six plain and flavored varieties: Long Grain, Chicken, Cheddar Broccoli, Garden Vegetable, Taco Style and Sweet Tomato.

For more information about UNCLE BEN'S® Whole Grain White Rice varieties, recipes and nutrition information, visit www.UncleBens.com and to download the back to school recipe booklet, visit www.UncleBensGivesBack.com.

About UNCLE BEN'S®
UNCLE BEN'S®, the number one rice brand in America, is proud to offer a wide range of rice dishes with flavors and textures that will help bring more to your meals, both for convenient side dishes and savory main courses. UNCLE BEN'S® offers a wide variety of white, whole grain brown, and flavored rices in cook times ranging from 30 minutes to 90 seconds, as well as rice for food service operations such as restaurants, schools and hospitals. The first mass-produced parboiled rice, UNCLE BEN'S® is the top-selling branded rice in the United States and products can be found in more than 100 countries worldwide. UNCLE BEN'S® Brand products are manufactured by Mars Food US, part of the United States food, snack and pet care operations of Mars, Incorporated. For more information, visit www.UncleBens.com.

About The Sneaky Chef®
Missy Chase Lapine, also known as The Sneaky Chef, is the bestselling author of the wildly successful Sneaky Chef series of books, including New York Times bestseller, The Sneaky Chef: Simple Strategies for Hiding Healthy Foods in Kids' Favorite Meals. Lapine is a member of Parenting Magazine's team of experts, the "Mom Squad," has been featured in a variety of local and national media, including television appearances on "The Today Show," "Fox & Friends," and "700 Club," contributed to and been featured in many national magazines and websites, including Parenting, SELF, First, Family Fun, and Scholastic Magazine, Education.com, ModernMom.com, HotMomsClub.com, SheKnows.com, and more. Visit http://www.TheSneakyChef.com for more information.

About Feeding America®
Feeding America provides low-income individuals and families with the fuel to survive and even thrive. As the nation's leading domestic hunger-relief charity, our network members supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. Serving the entire United States, more than 200 member food banks support 61,000 agencies that address hunger in all of its forms. For more information on how you can fight hunger in your community and across the country, visit http://www.feedingamerica.org. Find us on Facebook at facebook.com/FeedingAmerica or follow our news on Twitter at twitter.com/FeedingAmerica.