Rappers Snoop Dogg and Master P sue Walmart & Post Foods, alleging sabotage of their cereal brand, Snoop Cereal, through deceptive practices. (Instagram/@snoopdog)
Snoop Dogg, along with his business partner Percy "Master P" Miller, has initiated legal action against retail giant Walmart and Post Foods, alleging unfair treatment towards their cereal brand, Snoop Cereal. The lawsuit, filed on Tuesday, claims that Walmart and Post Foods engaged in deliberate tactics to hinder the success of Snoop Cereal, ultimately leading to its disappearance from store shelves.
According to the lawsuit, Snoop Cereal, which debuted in July 2023 to significant initial success, was later found missing from stores. Allegedly, Walmart employees discovered boxes of the cereal hidden in stockrooms, marked with coding that prevented them from being displayed for sale. The lawsuit asserts that this deliberate obstruction by Post Foods and Walmart was a response to Snoop Dogg and Master P's refusal to sell their brand entirely to Post Foods.
The lawsuit further contends that Walmart priced the cereal as high as $10 per box in stores where it was available, potentially as a tactic to force Snoop Cereal out of the market. Additionally, the cereal was reportedly sometimes placed in unconventional sections of the store, such as the baby section, rather than in the cereal aisle.
Snoop Dogg and Master P founded Broadus Foods in 2022 with the goal of promoting economic empowerment and diversity within the food industry, particularly for minority-owned businesses. Their lawsuit accuses Walmart and Post Foods of breaching contractual agreements, violating fiduciary duties, and engaging in negligent misrepresentation.
In response to the lawsuit, Walmart provided a vague statement to Billboard, emphasizing their commitment to supporting suppliers and citing various factors that influence product sales. Post Brands, on the other hand, has not responded to the lawsuit directly but expressed disappointment regarding consumer demand for Snoop Cereal.
Despite the setbacks faced in traditional retail channels, Snoop Cereal is now available for purchase on Amazon at a price of $5.99 per box.
The lawsuit initiated by Snoop Dogg and Master P underscores broader concerns about fair business practices and the challenges faced by minority-owned companies in the competitive retail landscape. It remains to be seen how the legal proceedings will unfold and what impact they may have on the future of Snoop Cereal and similar ventures.
