As a lifelong fan of hip hop, the little kid in me would be amazed to see how far the culture has come. It was rare to see a hip hop figure expand their brand outside of music back in the days. RUN DMC, who basically reignited the Adidas cool factor with their love of the Shell Toe, were the first hip hop act to land a deal with a major sneaker brand. In subsequent years, as the genre gained popularity, many notable artists would follow suit. The rapper/sneaker combination had become commonplace. 

Alcohol is another business venture hip hop acts have frequently pursued. Once upon a time, alcohol brands would receive free endorsement from music videos, but that was simply because everybody liked a particular brand. That type of free endorsement famously ended in 2006 when the managing director of popular champagne Cristal expressed prejudiced sentiments regarding its use by rap acts. The highly publicized statements threw fuel on the entrepreneurial gas of hip hop.

Since those days, hip hop has expanded beyond mere sneakers and alcohol, as rappers and artists have even begun to move into the food space in recent years. One legendary figure of hip hop culture that’s stepping in that direction is famed music producer Jermaine Dupri.

With a solidified discography, it makes sense Dupri would have his sights set on exploring another space. His newly launched plant-based ice cream brand JD’s Vegan is here to do just that. As a practicing vegan for 15 years, Dupri wanted to share the benefits he’s experienced with others. Many people are interested in healthier alternatives, but need something familiar to help them take further steps. 

To help realize this dream, Dupri teamed with international dessert legend, Malcolm Stogo. Stogo has helped major ice cream chains around the world for over 25 years. The collaboration resulted in a coconut-based ice cream, with the initial offering available in three Atlanta-inspired flavors; Welcome to Atlanta Peach Cobbler, Apple Butter, and Strawberry Sweetheart. Check out the descriptions below for a taste:

• Strawberry Sweetheart ($6.47) – creamy dreamy strawberry puree swirls and real strawberry chunks dipped into a velvety cloud of coconut cream will be your new sweet romance

• Welcome to Atlanta Peach Cobbler ($6.47) – fresh cut slices of golden peaches and crumbled cobbler will make you feel the warm summer sun of Atlanta, Georgia

• Apple Butter ($6.47) – delicious crisp apples are whipped into a fine buttery spread then stirred with a toasted cinnamon streusel crumble

You can now purchase JD’s Vegan ice cream at all participating Walmart locations. Additional flavors are Key Lime Pie, Chocolate My Way & (404) Cookies & Cream are also available.