Snoop Cereal was produced in collaboration with Post Consumer Brands
Snoop Dogg and Master P are suing Walmart and Post Consumer Brands over over the claims, US retail giants tried to sabotage the rappers' breakfast cereal business.
The legal battle revolves around Snoop Cereal, which was launched by Snoop Dogg and Percy Miller in 2022 under the Broadus Foods brand.
Touted as America's first black-owned cereal company, the product was produced in partnership with Post Consumer Brands and then sold in Walmart stores.
However, the rappers claim that the companies «guaranteed that Snoop Cereal would not be available to consumers» and also imposed «exorbitant costs that would negate any profits.»
The US lawsuit alleges that Walmart and Post Consumer Brands engaged in a «backroom deal» in an attempt to sabotage Snoop Cereal.
The product is alleged to have been hidden in warehouses premises and are also showing online as sold out.
Snoop Dogg and Master P, whose real names are Calvin Broadus and Percy Miller, claim their product was targeted after they refused to sell Snoop Cereal to postal consumer brands.
Snoop Dogg founded Snoop Cereal with fellow rapper Master P. Photo: Phillip Faraone/Getty Images North America
Ben Crump, a lawyer representing the duo, said: «Essentially, because Snoop Dogg and Master refused to sell Snoop Cereal in its entirety, Post entered into a false agreement whereby they could force Broadus Foods out of the market, thereby preventing Snoop Cereal from being sold or manufactured by anyone.» -or a competitor.”
The rappers founded the company two years ago in an effort to improve diversity in the food industry, launching Snoop Cereal and Momma Snoop as its first two brands.
Broadus Foods said it wants to «stimulate economic empowerment by adding diversity to the grocery store industry and creating opportunities for minority-owned food products and brands.»
In a video posted on X (formerly Twitter), Mr. Mr. Crump asked members of the public to visit Walmart stores and send photos of the cereal aisles.
He said, “We want to see if they have Snoop Cereal in the back corner.” from the community.»
A Walmart spokesperson said: “Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs.”
“Many factors influence sales of any given product, including consumer demand, seasonality and price. to name a few. We will respond appropriately in court once a complaint is served on us.»
A Post Consumer Brands spokesperson said: «Post Consumer Brands was pleased to partner with Broadus Foods and we have made a significant investment in the business. We were also disappointed that consumer demand did not meet expectations.»
The controversy comes just months after fellow rapper Diddy sued liquor giant Diageo for «knee-slapping» » to his liquor brand.
Diddy, real name Sean Combs, eventually dropped his lawsuit and settled the case in January.
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