Snoop Dogg and Master P accuse Walmart and Post Foods of trying to undermine cereal sales.
The 52-year-old California Girls hitmaker and Master P (real name Percy Miller) claim the US retail behemoth and Post Food purposefully concealed their product, Snoop Cereal, from customers.
Attorney Benjamin Crump filed the case on Tuesday, February 6, accusing the two corporations of ‘underhanded dealing’ and ‘diabolical measures’ in revenge for the rappers’ refusal to sell the firm to Post Foods.
According to the papers, as viewed by TMZ Hip Hop, packaged goods producer Post Foods first sought to buy out Snoop – real name Calvin Cordozar Broadus – and Master P, before pretending to discuss their concept for the morning food’s distribution with major grocery chains such as Walmart.
Broadus Foods alleges Post Foods should have piled the Snoop Cereal next to other great sellers, but instead buyers complained when they couldn’t find it at Walmart a few months after it was released in July 2023.
The petition, filed in a Minnesota court, alleges Walmart’s online shop advertised the Snoop Cereal as sold out, but store staff claimed discovered the cereal was stored away in the storerooms, presumably uncoded for sale.
Snoop Dogg and Master P are suing for losses allegedly caused by ‘deceptive commercial practices’ after selling less than projected.
In 2022, the music duo formed Broadus Foods and launched two brands: Snoop Cereal (flavours include Frosted Drizzlers, Fruity Hoops, and Cinnamon Toastie) and Momma Snoop.
In 2021, the rappers attempted to establish a cereal line called Snoop Loopz, but were forced to stop the product because to a trademark infringement with Kellogg for its similarities to Fruit Loops.
Post Foods told the US outlet: ‘Post Consumer Brands was excited to partner with Broadus Foods and we made substantial investments in the business.
‘We were equally disappointed that consumer demand did not meet expectations.’
Walmart also told the publication: ‘Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs.
‘Many factors affect the sales of any given product, including consumer demand, seasonality, and price to name a few.
‘We will respond as appropriate with the Court once we are served with the complaint.’
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Announcing the end of Snoop Loopz four months after its launch in 2022, the rapper took to social media and said: ‘So they don’t want us to use Snoop Loopz on our cereal box even though that’s that’s my name.
‘We’ve built a national brand and disrupted the cereal industry, we did it with hard work and integrity,’ Snoop added of the cereal he promised would have more corn, more flavour and more marshmallows than Fruit Loops.
He continued: ‘I know they’re uncomfortable and scared. But our mission is to build diversity and economic empowerment. Times have changed. There’s enough room for all of us to be successful.’
‘This is bigger than us, we are fighting for the next generation of entrepreneurs,’ he added.
‘We’re no longer just being consumers, we’re educating the culture building our own brands, and passing down generational wealth. Broadus Foods is all about helping the community.
‘It’s official we’re taking over the breakfast foods industry. They can’t stop us. It’s David versus Goliath.’
The Bad Decisions rapper also owns many other businesses, including Leafs By Snoop, which he founded in 2015.
‘Wherever my musical journey has taken me around the world, it’s beautiful to see how chronic leafs are a common source of peace, love and soul that connects us all,’ he said of his new cannabis company at the time.
‘Leafs by Snoop is my way of sharing the experience I have with the finest quality cannabis one could imagine.
‘Let’s medicate, elevate, and put it in the air!’
