Master P shakes up breakfast with new ‘Master Crunch’ cereal brand

Make ’em say, uhh…down the cereal aisle. New Orleans rap legend Master P’s latest venture will bring a brand new cereal to grocery stores.

Master P, whose real name is Percy Miller, announced the launch of Master Crunch Cereal.

Master P performs at 2017 Essence Festival – Day 3 at Mercedes-Benz Superdome on Sunday, July 2, 2017, in New Orleans. (Photo by Donald Traill/Invision/AP)

According to a release, Miller’s new cereal has a “honey-nut toasted oat” flavor profile.

“It’s great to have diversity on the shelves,” Miller said in a release. “The more we make the more we give back to the community.  It’s all about building economic empowerment at home, in the communities, where we live.”

To celebrate Miller’s history and lifetime passions in music and basketball, the cereal box will feature two limited edition designs: one with a music theme and one with a basketball theme.

Master P, whose real name is Percy Miller, announced the launch of Master Crunch Cereal. Source: PLB Sports and Entertainment

The new release is a collaboration with PLB Sports & Entertainment, a company known for creating unique brands for athletes and entertainers. The company also recently collaborated with Saints running back Alvin Kamara on a cereal brand in August 2021. Other sports stars have also launched cereal brands, such as Patrick Mahomes’ Mahomes Magic Crunch, Doug Flutie’s Flutie Flakes.

Master Crunch Cereal is the first cereal program the company has created featuring an entertainment star but marks the start of expansion in the category for PLBSE.

“Working with Master P is an exciting first step for us into the world of entertainment and we look forward to growing in the space and finding new avenues to support causes that benefit our communities,” president and CEO of PLB Sports and Entertainment Ty Ballou said in a release.

Master P, whose real name is Percy Miller, announced the launch of Master Crunch Cereal. Source: PLB Sports and Entertainment

This isn’t Miller’s first jump into the cereal game. Last year, the mogul launched his own Uncle P’s food brand which included “Hoody Hoos!” cereal and other packaged food items like rice, beans, grits, pancake milk and oatmeal. The cereal is an addition to Miller’s Uncle P’s product line and his chip line Rap Snacks, marking his continued expansion into food products.

A portion of the proceeds from the sale of the cereal will benefit Miller’s Team Hope Foundation, a non-profit organization that focuses on enriching the lives of inner-city youth, furthering their education, and providing life-advancement opportunities as well as assisting senior citizens with food and shelter, the release said.

The cereal bearing Master P’s name will be available online at PLBSE.com and locally in select Rouses Markets in New Orleans before Thanksgiving.  The cereal will also be available in Walmart stores in Fall 2022.


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