Snoop Lion wants to save dogs in animal shelters.
The 'Lighters Up' hitmaker - formerly known as Snoop Dogg - still has a soft spot for pooches and has launching a brand of dog food.
During an appearance on E! chat show, 'Chelsea Lately', host Chelsea Handler joked about the inconvenience Snoop's name-change caused to their project.
Chelsea said: "We worked hard to come up with this really great dog food called Dog for Dog, and then he changed his name to Lion and that doesn't help the dog food.
"But it's called Dog for Dog and we spent a lot of money, a lot of people got involved to research this human food that we can give to dogs. So humans can eat it and dogs can eat it and every time you buy a bag of this dog food, they send another bag to an animal shelter and they save dogs' lives. It's a really good cause."
The 41-year-old rapper added: " It's a great cause. Because, what a lot of people don't understand is a lot of these shelters execute these dogs. Not because they don't have a place or someone that wants to adopt them, it's more that they don't have food to feed them."
Snoop's affiliation with the charity may come as a surprise after the rapper was famed in the nineties for his hardcore gangster image.
Chelsea joked: "This is what's great about you, You do so many things that no one would expect you to do. You coach that little football team right? How do you do that when you're high all the time?"
Snoop remained modest, adding: "I give the kids something to look up to."