Snoop Dogg and Master P are suing Walmart and Post for attempting to undermine their cereal

Snoop Dogg, left, and Master P seen at the 2017 Essence Festival at the Mercedes-Benz Superdome on Sunday, July 2, 2017, in New Orleans.

Associated Press

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Associated Press

Snoop Dogg, left, and Master P seen at the 2017 Essence Festival at the Mercedes-Benz Superdome on Sunday, July 2, 2017, in New Orleans.

Associated Press

Rappers Snoop Dogg and Master P are taking legal action against Walmart and food manufacturer Post Consumer Brands, alleging that both companies intentionally excluded their cereal product from shelves and concealed it in stockrooms to harm their brand. In a 34-page lawsuit filed on Tuesday, lawyers representing the rappers assert that Snoop Dogg (real name Calvin Broadus) and Master P (real name Percy Miller) established Broadus Foods in 2022 with the aim of promoting diversity in the food industry and creating opportunities for minority-owned products and brands. The lawsuit contends that when the two rappers approached Post Consumer Brands for support for their cereal, Snoop Cereal, the manufacturer tried to purchase the brand outright.

The rappers turned down the offer, believing that it would “negate the original purpose of leaving the company to their families.”

Post then proposed a partnership promotion agreement with Broadus Foods to produce and market Snoop Cereal in December 2022, in which the profits would be split with Broadus Foods, according to the lawsuit. However, the rappers argue that Post did not uphold their original agreement, claiming that the manufacturer falsely presented themselves as aligned with the duo’s objectives and did not treat the cereal as one of its own brands. “…Post entered a dishonest agreement to stifle Broadus Foods in the market, thereby preventing Snoop Cereal from being sold or produced by any competitor,” states the lawsuit. The lawsuit asserts that after Snoop Cereal’s launch in July, customers were unable to find the cereal in “many” Walmart stores across the U.S. unlike other cereals under the Post brand.

The lawsuit also claims that while the product was marked as “sold out” or “out of stock,” store employees discovered numerous boxes of the cereal in stockrooms, which had been “coded to not be put out on the store shelves.” The rappers assert that Broadus Foods suffered financial losses and damage to its reputation as a result of Walmart and Post’s decision not to make the product widely available to customers. “The lack of sales for Snoop Cereal was solely due to Post and Walmart intentionally withholding it from reaching the market,” the lawsuit alleges. In a statement to NPR, Walmart asserts that it values its relationships with suppliers and has a “significant track record of supporting entrepreneurs,” and mentions that “many factors” influence the sales of any given product, including consumer demand, seasonality, and price.

The retailer indicates that it will “respond appropriately with the Court once we are served with the complaint.” Post Consumer Brands cites a lack of consumer interest in the cereal in a statement to NPR. “Post Consumer Brands was enthusiastic about collaborating with Broadus Foods and made substantial investments in the business,” the company stated. “We were equally disappointed that consumer demand did not meet expectations.” The rappers are demanding a jury trial, damages exceeding $50,000, and “further relief determined by the Court,” according to the lawsuit. Both rappers are represented by civil rights attorney Ben Crump.

“This case highlights the significant challenges faced by minority-owned businesses in gaining fair opportunities in the marketplace,” commented Crump in a statement. In a press conference announcing the lawsuit on Wednesday, Master P informed reporters that the lawsuit is about minority-owned companies “getting a fair share.” “Change is coming … and it’s going to start with [me and Snoop],” he added.

Author: OpenAI