The rap mogul originally launched his Uncle P line in June following backlash towards white-owned brands, such as Aunt Jemima and Uncle Ben, over their marketing rooted in Black stereotypes. The company leadership behind both brands announced they would be phasing out the harmful imagery. 

Speaking to CNN Business, P explained his decision to launch his own brand, which  includes rice, beans, grits, pancake mix, syrup and oatmeal. “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 said. “Right now we're burning down our blocks and our communities while protesting injustice, but if we are able to own products and put money back in our community, we could buy those blocks back instead of burning them down.”

According to the outlet, a portion of the profits will go towards educating inner city kids and assisting elderly people in Black communities across the United States.

RELATED: Master P Sparks Debate On Supporting Black Businesses After Responding To Critics

While speaking to CNN Business, he noted “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.”
“It'll be us helping us without having to wait for the government. We can actually change the world,” P explained to the outlet. "It's not just about having the Uncle P products, but also having a good cause behind it. I'm happy that I can make a difference in my communities.”