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Steve Urkel Actor Jaleel White Launching New Weed Brand On 4/20

White's new marijuana strain is called "ItsPurpl" and it launches on 4/20.

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Jaleel White, who played Steve Urkel on Family Matters, is following in the footsteps of Seth Rogen and launching his own weed brand. He has partnered with 710 Labs to create a new line of cannabis called ItsPurpl.

White is planning to launch his new marijuana line on the stoner's holiday, April 20. At launch, it will be available at dispensaries across California before potentially expanding later.

White told Forbes that he sees a gap in the market for a particular type of grass.

"The thing that always stood out to me was there no clear brand leader for fire purple weed," White said. "It made no sense to me, that no company of significance had claimed this lane, so why not me?"

White met 710 Labs founder Brad Melshenker on a flight and they bonded over their love of pot. The Purple Urkle strains will be available in eighths, vape pens, and a unique joint variation called a Noodle Doink that uses a fusilli noodle for the crutch.

"I feel a little bit like Willy Wonka, the flavor came out so similar to grape candy," White said of the new line.

Before settling on the strain of weed he chose for ItsPurpl, White and a friend had a fun night in his garage sampling a huge variety of strains.

"I got five pods in and I had to call my boy, Sean, I was fading. He smoked every single one in my garage that night and I took notes, which numbered plants were our faves. I can't keep up with his tolerance. But needless to say that was one funny ass night in my garage," he said.

As for Seth Rogen's line of weed, it's called Houseplant and it was so popular at launch that its website crashed.

In other marijuana-related news, Call of Duty will introduce the Stoner's Delight DLC pack soon that adds various weed-inspired content to Black Ops Cold War and Warzone.

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