When Master P made a pledge to expand his entrepreneurial expertise into the line of food products in an effort to offer an alternative Black-owned option to consumers, he was playing no games.
On Sept. 30, the 50-year-old No Limit founder and rapper shared an Instagram video announcing the launch of his cereal brand, “Uncle P’s Hoody Hoos!” which stands for “Helping Others Open Doors Yourself. Hope Opportunity Obtaining Success.” The cereal, whose namesake is his 1999 single, is set to come in three flavors: Honey Drip, Tropical Fruit & Marshmallow, and Cinnamon Apple, and features four penguin mascots named after himself and sons Romeo, Hercy, and Mercy.
“Hoody hoo cereal. Started from the bottom now we here,” he announced in a post caption. “They can’t beat us so they might as well join us, cause they not gonna stop us. we making history! The first hip-hop cereal owned and produced by us #GoodisGood UnclePCereal.com @unclepcereal We changing the game! The more we make, the more we give #UncleP #PJfoods.”
The businessman, who has been vocal about the importance of Black ownership and the power of the Black dollar, launched his Uncle P’s food brands in March to add “diversity in the packaged food shelving space” and to open the doors “for other black-owned companies to produce their own products and brands to change the narrative.”
The business decision came months ahead of news that popular brands Aunt Jemima and Uncle Ben’s would remove their mascots from packaging, both of which are rooted in racist tropes.
“When you look at Aunt Jemima and Uncle Ben, a lot of those products are mockeries of African-American people and couldn’t even feed our communities. With Uncle P, the more we make, the more we give. And the only way to give is by owning these products,” he told CNN.
He went on to explain that replicating the success of these brands but for the Black community could have a hugely positive effect. “If they made billions of dollars off Aunt Jemima and Uncle Ben, imagine how much we’ll make to give back to our own community,” he said. “It’ll be us helping us without having to wait for the government. We can actually change the world.”
In addition to his cereal line, the hip-hop mogul’s PJ Food Company empire also includes Rap Snacks, Rap Noodles, Uncle P’s Buttermilk Pancake and Waffle Mix, Uncle P’s Original Syrup, Uncle P’s Grits, and Uncle P’s Louisiana Seasoned Rice.
Along with encouraging the growth of Black ownership by walking the walk, he’s also using his profits for the greater good, by donating a portion to bettering Black communities.
“Hoody Hoos Cereal is not only a delicious breakfast or snack but is making a difference,” reads the cereal brand’s mission statement. “A percentage of every cereal box sold goes to providing inner-city kids in the community with education, resources, and activities to help build their future.”
Hoody Hoos! are available in-stores at Wal-Mart, Aldi, 7-Eleven, and Save A Lot’s across the country.