Undoubtedly considered a prominent figure in music, he hopes his impact can extend beyond producing some of the most seminal jams of our time. His sights are now set on expanding JD’s Vegan to include additional treats such as popcorn and other snacks. If people get it, they should keep it.”Īnd just as his music portfolio has evolved throughout his career, he also plans to grow in the vegan food industry. “It will be like a collector’s item,” he says. They’re developing a limited-edition pint of Chocolate My Way to commemorate the occasion, which at the time of our conversation, he hoped to release around the time of Usher’s Las Vegas residency. The flavor has been such a hit that it’s ignited another Dupri and Usher collaboration - this time outside of the studio. He says the release of that flavor wasn’t planned to coordinate with the anniversary, but it couldn’t have come at a more appropriate time. JD’s Vegan offers six flavors inspired by some of his hit songs and Atlanta, the city he calls home: Apple Butter, Strawberry Sweetheart, Welcome to Atlanta Peach Cobbler, (404) Cookies & Cream, Key Lime Pie, and Chocolate My Way, made with dark chocolate and vanilla bean.Ĭhocolate My Way has become increasingly popular as the timing of its release aligned with the anniversary of one of his biggest projects, Usher’s classic album, My Way. “As a vegan, I am the actual demo and create products that taste good to me.” “Everything is pretty much my idea, based on flavors that I like,” he says. Still, the producer says he’s relied on his palette to create healthy desserts that don’t skimp on flavor. To assist in developing the products, he teamed up with Malcolm Stogo, dubbed the “godfather of ice cream,” to design the perfect mixes. It’s not something I’m just putting out there.” “What people can trust about JD’s Vegan is that I’m vegan, and I’m going to make sure it tastes great to me. “Some of the people creating vegan lines aren’t actually vegans,” he points out. It’s one of the reasons he believes he has a lot to contribute to the industry. After experiencing elevated health benefits, including weight loss and more energy, he adopted veganism as a permanent lifestyle. To jumpstart his vegan journey, he did a 25-day cleanse where he eliminated all animal-based products. “We didn’t have a lot of the options that we have now.” “Back then you had to get creative,” he says. At that time, vegan brands were limited, making his journey difficult. Late nights in the recording studio, traveling, and an unpredictable schedule led to unhealthy habits for the famed producer, who eventually decided he needed to make a change. He recalled his own introduction to the lifestyle with us. “But it’s also a great entryway to veganism for people who don’t necessarily want to be vegan but want to live a healthier lifestyle.” “We created the ice cream with vegans in mind,” he says. And although dairy-free, the mixtures mimic the rich, milky consistency found in traditional ice cream. The frozen treats are formulated with a base of coconut cream. A few of Dupri’s celebrity friends, including Usher, Keri Hilson, and Da Brat, have even vouched for its tastiness. The request for JD’s Vegan has been high, receiving positive reviews from both vegans and non-vegans alike. “We’re getting ready to move into 3,000 stores really soon,” Dupri tells ESSENCE, adding that the biggest challenge has been ensuring the supply can meet the demand. Sold exclusively at Walmart stores, JD’s Vegan has increased from 300 stores to more than 700 since its launch last November. Now, Dupri, a vegan for close to 20 years, is hoping to impact the culture in a different way, and that’s by “putting the flavor in veganism.” His latest venture, JD’s Vegan ice cream, a collection of all-natural plant-based frozen desserts, has made the So So Def Recordings CEO a vegan food connoisseur. That includes everyone from Mariah Carey and TLC to Usher and Bow Wow, to name a few. Grammy Award-winning producer and songwriter Jermaine Dupri is known for his musical instincts, contributing to some of the most prominent careers in R&B and hip-hop music.
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