and Master P have accused Walmart and Post Foods for conspiring to sabotage .
The and Master P – real name Percy Miller – allege the supermarket giant and Post Food intentionally hid their product,Snoop Cereal, from customers.
Attorney Benjamin Crump filed the lawsuit on Tuesday February 6, which accused the two giants of ‘underhanded dealing’ and ‘diabolical actions’ in retaliation for the rappers refusing to sell the company to Post Foods.
According to the files, , as seen by , packaged goods manufacturer Post Foods first attempted to buy out Snoop – real name Calvin Cordozar Broadus – and Master P, and later pretended to share their vision for the distribution of the breakfast food to big name grocery giants like Walmart.
Broadus Foods argues Post Foods should have stacked the Snoop Cereal next to other top sellers, but instead the suit claims customers complained as they could no longer find Snoop Cereal in Walmart a few months after it first launched there in July 2023.
The suit, filed in a Minnesota court, claims Walmart’s online shop showed the Snoop Cereal to be sold out, but store employees allegedly discovered the product was hidden away in the storerooms, seemingly uncoded to sell.
Having sold less than expected, Snoop Dogg and Master P are suing for damages they say fall under ‘deceptive trade practices’.
The music duo founded Broadus Foods in 2022 and introduced two brands: Snoop Cereal – with flavours Frosted Drizzlers, Fruity Hoops, and Cinnamon Toastie – and Momma Snoop.
In 2021, the rappers attempted to launch a cereal brand named Snoop Loopz but they were forced to discontinue the product due to a trademark infringement with Kellogg, over its similarity 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.’
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 in his roster, having famously started his own weed company, Leafs By Snoop, 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!’
