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Snoop Dogg and Master P
David Livingston/Getty Images; Prince Williams/WireImageSnoop Dogg and teacher p are taking legal action against Walmart and Post Foods, arguing that the companies prevented their cereal brand from reaching consumers.
On Tuesday, February 6, a complaint obtained by Us weeklyThe rappers claimed that Post Foods, which has a portfolio of popular cereal brands including Honey Bunches of Oats and Bran Flakes, “agreed to treat Snoop Cereal as one of its own brands and to produce and distribute the cereal to major retailers” after from initially offering to buy the brand directly.
Snoop, 52, and Master P, 53, who founded Broadus Foods in 2022 with the goal of “creating opportunities for minority-owned food brands and products,” launched Snoop Cereal at Walmart in July 2023.
The product comes in three flavors (fruity marshmallow hoopz, frozen drizzle and cinnamon toastez) with a tagline that reads “bussin (and) yummy for the stomach,” on the official website of the brand.
Despite Snoop and Master P’s claim that their cereal became an “instant hit,” customers soon complained that they couldn’t find the product in stores.
A family in mourning. Master P’s daughter, Tytyana Miller, died at age 29 in May 2022 after battling substance abuse and mental illness. “Our family is dealing with overwhelming grief over the loss of my daughter Tytyana,” the rapper (whose real name is Percy Robert Miller Sr.) shared via Instagram at the time. “Us (…)
A family in mourning. Master P’s daughter, Tytyana Miller, died at age 29 in May 2022 after battling substance abuse and mental illness. “Our family is dealing with overwhelming grief over the loss of my daughter Tytyana,” the rapper (whose real name is Percy Robert Miller Sr.) shared via Instagram at the time. “Us (…)
“Many Walmart stores showed online and on the Walmart employee’s store app that Snoop Cereal was out of stock or out of stock. However, upon further investigation by store employees, each of these stores had several boxes of Snoop Cereal in their warehouses that were coded from being placed on store shelves,” the lawsuit alleges. “Unlike the other Post brand cereal boxes around them, these Snoop cereal boxes had been sitting in warehouses for months without even being available to customers.”
Snoop and Master P further claimed that Post Foods “worked with Walmart to ensure that none of the Snoop Cereal boxes appeared on store shelves,” resulting in lost profits for Broadus Foods.
“The only reason Snoop Cereal did not sell was because Post and Walmart intentionally prevented it from reaching the market,” the document reads.
A Walmart spokesperson said Us in a statement: “Walmart values our relationships with our suppliers and we have a strong history of supporting entrepreneurs. Many factors affect sales of any given product, including consumer demand, seasonality, and price, to name a few. “We will respond as appropriate to the Court once we receive the complaint.”
Meanwhile, Post Brands said Us in a statement: “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.”
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Snoop and Master P are seeking a jury trial and damages in excess of $50,000. Both musicians are represented by Ben Crump.
“This case sheds light on the major challenges minority-owned businesses face in ensuring fair opportunities in the marketplace,” Crump said in a shared statement via X on Wednesday, February 7. “The actions of Post Foods and Walmart demonstrate a cynical disregard for and exploitation of minority entrepreneurs in the business world. If this is how corporate America treats celebrities like Snoop Dogg and Master P, imagine how powerful corporations treat lesser-known black entrepreneurs and small business owners.”
At a Wednesday news conference announcing the lawsuit, Master P told reporters that the legal action is aimed at minority-owned businesses “getting their fair share.”
He added, by NPR“Change is coming…and it will start with (Snoop and I).”