I can see why the Uncle is problematic, although I would agree it's more obvious in the US than here.
From being little, I assumed he owned paddy fields and was called Uncle because his workers liked him. (DF used to work abroad and was called Father/Papa HisName by the workforce which is probably why.) Perhaps if I were American I'd have a different "backstory" in my head.
I understand the re-branding, and think it's a good thing, but in some ways I think it would be nice to keep him as the logo. As a piece of art, it's a nice picture of somebody. I don't know how you could do it though.