“This case highlights the difficult challenges minority-owned businesses face in securing fair market opportunities,” said the duo’s attorney, Ben Crump. “The actions of Post Foods and Walmart demonstrate the cynical disregard and exploitation of minority entrepreneurs in the business world.”
A leading advocate of racial justice, Crump, a tweet On Wednesday, she said she was “proud” to work with the stars “to make sure Walmart and Post Foods are held accountable for their neglect of black businesses.”
Snoop Dogg, real name Calvin Broadus, and Master P, real name Percy Miller, founded the food label Broadus Foods in 2022. In order to gain support for Snoop Cereal, he reached out to the Post, claiming that he hoped it could help promote the breakfast product.
Post responded by offering to buy Snoop Cereal, a move the lawsuit said would have put the rappers out of business. Snoop Dogg and Master P declined the offer because they “hope to preserve Broadus Foods as a family legacy.”
Post then proposed and entered into a partnership promotion agreement with Broadus Foods to manufacture, market, distribute and sell Snoop Cereal in December 2022.
But the lawsuit alleges that Post failed to honor the agreement by agreeing to treat the cereal as “one of its brands” but failing to “show itself to be on board” with the duo’s goals. The lawsuit alleged that Post “worked with Walmart to ensure that none of the Snoop Cereal boxes appeared on store shelves,” and alleged that the rappers’ decision not to sell to Post was a catalyst for “malicious dealings.”
Walmart spokeswoman Kelly Hellbusch said, said the company has a “strong history of supporting entrepreneurs” and that “many factors affect the sale of any product, including consumer demand, seasonality and price.” The supermarket “will respond appropriately with the Court after contacting us regarding the complaint,” he said.
In an emailed statement Thursday, Post Consumer Brands said it was “thrilled to partner with Broadus Foods” and “made a significant investment in the business.” The manufacturer said it was “equally disappointed that consumer demand did not meet expectations.”
The lawsuit said that months after Snoop Cereal’s release, customers couldn’t find the product in “many” Walmart stores — unlike other Post-branded cereals. The complaint states that when the product was listed as “sold out” or “out of stock,” further investigation found “several” boxes of grain in warehouses.
The lawsuit alleges Broadus Foods suffered financial losses and reputational damage due to Walmart and Post’s failure to make the product available to customers, adding that “the only reason Snoop Cereal does not sell is because Post and Walmart intentionally stopped it from being marketed. “
The lawsuit also alleged that online, Walmart raised the “price” of the cereal by more than $10 a box, contradicting the duo’s desire to provide affordable products to customers.
Snoop Cereal was originally called “Snoop Loopz,” though the duo eventually changed the name, Snoop Dogg said in an Instagram post in December 2022: “They don’t want us to use Snoop Loopz on our cereal box even though it’s our name,” without elaborating.
When opening the cereal venture, the rappers said their vision was to create an “affordable” product that would add diversity to the food industry and inspire minority-owned food brands, the suit says.
“If the Post and Walmart can do this to big-name businessmen like Snoop Dogg and Master P, they’re sure to do it to mon-and-pop and minority-owned companies that can’t stand up for themselves.” the lawsuit says.
Snoop Dogg says his cannabis-infused onion rings can make you say “oowee.”
Snoop Cereal isn’t Snoop Dogg’s only venture into the world of food and drink — and it’s not the first time products linked to the star have sparked controversy.
In 2020, he drew criticism for his 19 Crimes Snoop Cali Red wine, with some arguing that the rapper should not have partnered with a wine brand associated with “criminal activity.”
Snoop Dogg defended the move, telling CNN that “19 Murders represents and celebrates second chances” and that “we all have a past that is part of the journey and builds character.”