Courtesy of Broadus Foods
photo_credit_broadus_foods_snoop_cereal

Snoop Dogg, Master P Sue Post Holdings, Walmart over Snoop Cereal Sabotage

Feb. 7, 2024
Broadus Foods, owned by the iconic rap artists, claims Post Holdings and Walmart sabotaged Snoop Cereal by claiming it was out of stock, hiding product and charging much higher prices per box than expected.

The food company owned by iconic rappers and businessmen Snoop Dogg and Master P has filed a lawsuit against Post Holdings Inc. and Walmart, claiming they undermined the company’s cereal products by charging more in comparison to other brands and purposefully keeping the products out of stock to consumers (but present in stockrooms at stores).

Broadus Foods — founded by Calvin Broadus (Snoop Dogg’s “civilian” name) and Percy Miller (Master P) — approached Post to have the company manufacture and distribute the Snoop Cereal brand after rejecting Post’s offer to purchase the cereal brand outright, according to the lawsuit.

Post agreed to a partnership and promotion deal, by which the companies would split the profits and Post would treat the brand as one of its own brands, to be sold in major retailers such as Walmart, Target and Amazon, says the suit, which was filed in Minnesota’s Dakota Country District Court. However, the lawsuit continues, “Post ensured that Snoop Cereal would not be available to consumers or that it would incur exorbitant costs that would eliminate any profit to Broadus Foods.”

Furthermore, Snoop Cereal launched in Walmart stores in July 2023, but the complaint states that the cereal was not available in the stores within months, and that Walmart employees found boxes of the cereal in store stockrooms that indicated they were not to be put out on store shelves. The lawsuit claims Post and Walmart worked together to ensure the product was kept off shelves, cutting into profits for Broadus Foods.

Broadus Foods also claims that the price tag of the cereal (more than $10 per box) at Walmart was in conflict with the company’s goal of providing affordable food. At presstime on this news brief, Walmart’s online price for the Snoop Cereal Fruity Hoopz with Marshmallows variety was $10.59 for a 12-oz. box, while the Cinnamon Toasteez variety was $9.47 for a 12-oz. box, and Frosted Drizzlerz were $9.47 for an 18-oz. box. On Amazon, Frosted Drizzlerz were not available, but the other two varieties were selling for $5.99 a box.

Broadus Foods is seeking compensation for their losses on the product and to require Post to abide by the agreement in good faith and “and get Snoop Cereal back on the store shelves at reasonable price.”

Post had not responded to any requests for comment at the time of this being published, but news reports published a response from Walmart:

“Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs. Many factors affect the sales of any given product, including consumer demand, seasonality, and price to name a few. We will respond as appropriate with the Court once we are served with the complaint.”

Meanwhile, Broadus Foods recently announced a new partnership with Sweetkiwi to produce frozen Greek yogurt bars inspired by the Snoop Cereal varieties.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

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