Jermaine Dupri's latest business move seems to be inspired by his life as a vegan.
The Atlanta hip hop mogul has purchased a minority stake in The Slush Naturals Company Inc., which sells vegan, gluten-free, Non-GMO plant-based drinks.
Slush Naturals is an Atlanta-based company with a production plant located in Virginia. The company produces five flavors of fruit and vegetable-infused juices. JD will be in charge of building brand awareness.
"I realized the incredible opportunity with Slush Naturals to put a deliciously wholesome, vegan certified drink in every person's hands," Dupri said in a statement. "I want the world to have the mental clarity and energy to live their best life, and Slush Naturals can be a tasty component."
The announcement comes as the company is celebrating its sixth anniversary.
"Slush Naturals proudly creates healthy beverages," Slush Naturals CEO and Founder Avis Prince said in a statement. "Jermaine is committed to a clean vegan lifestyle and was eager to learn more about the natural beverage industry after falling in love with our products. We connected."
Currently, Slush Naturals is available online via their website, Amazon and in Whole Foods Market stores in the Southeastern US region (Alabama, Georgia, Mississippi, North Carolina, South Carolina and Tennessee).
Dupri has been a vegan for over a decade after watching the 2008 documentary "Food, Inc." In 2018, Dupri starred in an ad for PETA, preaching about the importance of being healthy and how adopting the vegan lifestyle changed his life.
"My vegan story started when I went on a master cleanse for 25 days," Dupri said in the ad.
"The energy and the way I felt, I was trying to figure out at that point how I can keep that same feeling and people told me to go vegan. I just went fully into the vegan lifestyle and here I am years later."