Master P is launching a health-focused food venture.

On Juneteenth, June 19, the rapper-turned-businessman took to Instagram to announce the launch of Miller Family Foods. The company will promote healthy living by offering consumers better “alternatives in cereal, oatmeal, breakfast bars, pancakes, waffles and more, deliciously made with the highest quality, using natural ingredients and flavors from the earth it grows.”

By design, its foods will be made without artificial preservatives, hydrogenated oils, high-fructose corn syrup, artificial sweeteners and colors, GMOs, and BHA/BHT.

Furthermore, Miller Family Foods’ mission will be to diversify the products shelved in grocery stores. 

“We are evolving as a culture, we are no longer just consumers,” Master P said in a statement shared on Instagram. “We spend trillions of dollars annually with no real ownership, but that’s changing. African Americans want healthier food alternatives. I heard them loud and clear. And that’s why Miller Family Foods was created. We feed happiness. Eat well. Feel good.“

During an interview with CBS News Pittsburg in Pennsylvania (see below), Master P said he intends to not only ensure the Miller Family Foods line will be available on grocery shelves, but he also aims to ensure he can do the same for other Black-owned businesses.

This is why he is currently challenging major names in the food industry, Walmart and Post Foods. As AFROTECH™ previously reported, he is suing the aforementioned companies for allegedly conspiring to reduce the visibility of Broadus Foods’ Snoop Cereal on store shelves. Grievances mentioned include a breach of the implied covenant of good faith dealing, breach of contract, fraud, negligent misrepresentation, collusion and conspiracy, and aiding and abetting an infringement, among others.

“Hopefully if everything go good we’ll be able to come to where we can put other products into these stores and not just our products — we created Miller Family Foods — but also I want to build the shelf space to put other Black-owned products in this store. That’s what today’s about. Economic freedom and bridging the wealth gap,” Master P told CBS News Pittsburg.