Edelman has been working hand-in-hand with Uncle Ben’s for 10 years, most recently to deliver their ‘Ben’s Beginners’ program—a global initiative to get parents and their children to cook together.

Our previous research uncovered that, despite an increased consumer interest and demand for healthy, prepared-at-home food, families are still largely reliant on convenient foods.

The onset of Covid-19 has, for many, only exacerbated this problem as families now must stay at home and parents are having to adjust to a new reality of juggling life, work, and mealtimes.

In response to the current climate, we identified an important role for Uncle Ben’s to play in supporting parents by providing meal inspiration and teaching future generations to cook while also keeping them entertained in isolation.