Snoop Dogg and Master P, two well-known rappers, have filed a lawsuit against Walmart and Post Consumer Brands, accusing the companies of colluding to hinder the growth of their new breakfast cereal business.
Last summer, Snoop Cereal was introduced to the market by parent company Broadus Foods, with Master P proudly announcing it as the first Black-owned cereal company in the United States. He expressed the desire to change the trend of Black consumers never becoming owners in the industry, which has been ongoing for over a century. The rappers collaborated with Post to manufacture the cereal.
According to Billboard, it has been claimed that Post engaged in “sinister behavior” and “deceptive transactions” in an effort to force Broadus Foods out of the market when the rappers declined to sell their entire company to Post.
On Tuesday, a legal case was filed stating that Post collaborated with Walmart to prevent Snoop Cereal from being sold on their shelves. The lawsuit alleges that the cereal was falsely marked as out of stock and kept hidden in storage rooms, with instructions not to display it on store shelves.
Post Consumer Brands has not yet provided a response to the lawsuit, but Walmart released a statement expressing their appreciation for their suppliers and their commitment to supporting entrepreneurs. They acknowledge that various factors, such as consumer demand, seasonal fluctuations, and pricing, can impact product sales. They will address the court’s complaint once they receive it.
Master P shared a video response following the lawsuit, where he did not mention it by name but stated, “We are creating a brand for families. Dr. Martin Luther King taught us how to dream, fought against racism, and now we are doing the same in corporate America for equal rights for all.”
In 2022, Snoop Cereal, originally known as Snoop Loopz, was released. However, Kellogg’s objected to the name, stating that it was too similar to their Froot Loops brand. In that same year, Broadus Foods introduced a new breakfast brand called Momma Snoop, featuring items such as maple syrup and oatmeal.
According to a statement on its website, Broadus Foods is dedicated to promoting economic empowerment by increasing diversity in the grocery store industry and providing opportunities for minority-owned food products and brands.