Snoop Loopz, Cherlato and Channing Tatum’s Runa Drink – Where Have You Gone?
Maybe it’s natural that celebrities who start food companies don’t have the commitment of, say, a J.L. Kraft or H.J. Heinz to sticking with it. Three high-profile launches of the past couple of years appear to have disappeared, led by Cher and Snoop Dogg.
We provided a fair amount of publicity to Snoop Dogg’s late-2022 launch of Broadus Foods (his real name is Calvin Broadus) and its two product lines, Snoop cereals and Momma Snoop’s breakfast products. The former included Fruity Snoop Hoopz (originally called Snoop Loopz – see the problem?), Frosted Drizzlers (shredded wheat) and Cinnamon Toasteez; the latter line consisted of maple syrup, pancake mix, grits and oatmeal. Snoop’s rapping partner Master P (real name Percy Miller) was a partner in the business.
The website is still up but many repeated attempts to reach Snoop through the site, his talent agent and others bore no fruit. The Amazon listing for Snoop Hoopz says “Currently unavailable. We don't know when or if this item will be back in stock.” Walmart.com says “out of stock.” We couldn’t find it in any stores around Chicago. Post Foods, which took over manufacturing of the cereals, said it no longer works with Broadus Foods nor has any contact information.
Cherlato may still be around, possibly in a food truck at special events, but not in the widespread distribution hinted at when the line launched in July of last year. Inquiries through the website did not get responses.
Going back a ways, actor Channing Tatum 10 years ago took such a liking to the “clean” energy drink Runa and to its social mission (to improve the livelihoods of indigenous farmers in the Amazon) that he befriended the founders, traveled with them to the rainforest and invested in the company.
And he showed up at the 2015 Natural Products Expo West show for photo ops with many swooning women. Runa was made with guayusa, an Amazonian "super leaf." But even a super leaf apparently couldn’t save the company. We can't find it anywhere, and the website returns an error.
What made us think back on these star-studded but aborted launches? Our October magazine cover story was "Why Celebrities Start Food Companies," looking at why Paul Newman, Harry Hamlin, Lionel Messi, Jennifer Garner and others get into this crazy business -- and they're not just acting.
