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Master P Wants to Replace Aunt Jemima & Uncle Ben’s With His Own Brand

Master P
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Master P attends the 28th Annual Movieguide Awards Gala at Avalon Theater on Jan. 24, 2020 in Los Angeles.

Master P is breathing a new, inclusive life into two brands based on racial stereotypes.

The star took to Instagram on Monday (Aug. 31) to introduce Uncle P's Louisiana Seasoned food products, which "includes rice, beans, grits, pancake mix, syrup and oatmeal. A portion of the profits will go towards educating inner city kids and assisting elderly people in Black communities across the United States."

The accompanying clip features Master P himself showcasing some delicious-looking meals using his products. "The entrepreneur told CNN that he had always assumed brands like Aunt Jemima and Uncle Ben's were Black-owned," the description reads. "It wasn't until recently, when some brands began to be phased out for perpetuating harmful racial stereotypes, that he learned about their problematic histories -- and decided to do something about it."

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Back in June, Quaker Oats came under fire for their Aunt Jemima brand of syrup and pancake mix, which features a Black woman originally dressed as a minstrel character. Critics noted that the marketing perpetuated racial stereotypes, which led to Quaker Oats announcing that it would be changing the syrup and pancake mix's branding.

"We recognize Aunt Jemima's origins are based on a racial stereotype," Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a news release. "As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers' expectations."