These days, all Snoop Dogg thinks about is his cereal money.
The hip-hop star, whose real name is Calvin Broadus, and his fellow rapper and label boss Master P, whose real name is Percy Miller, are suing the cereal company Post Consumer Brands, saying it ruined their chances of diversifying the cereal scene and denied this their company profits.
In 2022, the artists founded Broadus Foods with the vision of creating a family business that would help diversify the food industry and “set an example to minority entrepreneurs and business owners that they too can make and sell a good product,” one said News release stated.
Part of Broadus Foods’ mission, according to the pair, is to donate a portion of proceeds to several grants aimed at ending hunger and homelessness in their communities.
To that end, Broadus Foods struck a deal with Post, known for products like Honey Bunches of Oats, to bring Snoop Cereal products — Fruity Hoopz with Marshmallows, Frosted Drizzlers and Cinnamon Toasteez — into retail stores, it said in a filing Tuesday Complaint.
Post originally wanted to buy the rights to the cereal, the lawsuit says, but the artists declined, saying, “Selling the brand would defeat the entire purpose of leaving the company as a legacy to their families.”
Instead, the two companies entered into a partnership and endorsement agreement that called for Post to split profits from the cereal with Broadus Foods, it said over the summer, and to treat Snoop Cereal as one of its own brands, producing its products and selling them to major retailers distributes like Walmart, Target, Kroger and Amazon.
But the rappers claim Post had no intention of fulfilling his end of the bargain. Instead, the complaint says, Post “ensured that Snoop Cereal would not be available to consumers or that it would incur exorbitant costs that would wipe out any profits for Broadus Foods.”
The complaint also alleges that Walmart, the largest seller of Postal products, stopped stocking Snoop Cereal products after the products were successfully introduced to Walmart stores across the country in July. According to the lawsuit, Walmart customers couldn’t find the cereal in stores within a few months.
The lawsuit accuses Walmart, among other things, of hiding the cereal in a storage unit, placing it in the baby or clearance section, and increasing its prices to more than $10 per box. Post and Walmart also tried to blame Broadus Foods for vague costs incurred because the products weren’t sold, the lawsuit says.
“Post Foods and Walmart’s actions demonstrate the business world’s cynical disregard and exploitation of minority entrepreneurs,” said Ben Crump, attorney for Broadus Foods. “If celebrities like Snoop Dogg and Master P are treated this way by corporate America, imagine how lesser-known black entrepreneurs and small business owners are treated by powerful corporations.”
A Walmart spokesman told The Times that the company values its relationships with suppliers and has a “strong history of supporting entrepreneurs.”
“Many factors influence the sales of a particular product, including consumer demand, seasonality and price, to name a few,” the spokesperson explained in an email. “Once we are served with the complaint, we will respond accordingly to the court.”
In an email, Post said it was pleased to partner with Broadus Foods and had made “significant investments in the company.”
“We were equally disappointed that consumer demand did not meet expectations,” the company said.
Snoop Cereals continue to be available at a number of retailers including Amazon and Kroger.