Rap icons Snoop Dogg and Master P have initiated legal action against Walmart, alleging that the retail giant violated their agreement by making their cereal unaffordable and failing to stock their breakfast cereals in stores nationwide.
The duo claimed their cereal reportedly vanished from numerous stores within a few months after launching in July 2023 at various Walmart locations nationwide.
In 2022, Master P and Snoop Dogg, whose real name is Calvin Broadus, established Broadus Foods, the manufacturer of various flavors of Snoop Cereal. The duo has enlisted the support of prominent civil rights attorney Ben Crump and filed a lawsuit against Walmart and Post Foods, accusing both companies of engaging in “deceptive trade practices.”
“This was collusion, breach of contract, and fraud,” said Crump at a Los Angeles news conference. “A pattern and practice from coast to coast. Give black-owned businesses a genuine chance to succeed and build the intergenerational wealth promised by the American dream.”
During the press conference, Crump showcased a video depicting shoppers in over 20 Walmart stores nationwide searching for Snoop Cereal without success.
Post, after entering a profit-sharing agreement with the two rappers, failed to produce and distribute the cereals, as the two claim. The rappers expressed in their complaint, filed in Minnesota’s Dakota County District Court, where Post is based, that “Post was not aligned with their aspirations and showed no inclination to treat Snoop Cereal equitably alongside its brands.”
Master P, whose real name is Percy Miller, aims for the lawsuit to serve as a deterrent against other large corporations from depriving Black-owned businesses of the chance to build intergenerational wealth.
“This is about minority-owned companies getting a fair share, and me and Snoop is going to be that force,” said Miller.
Post released the following statement, holding themselves accountable for the alleged wrongdoing: “Post Consumer Brands was excited to partner with Broadus Foods, and we made substantial investments in the business. We were equally disappointed that consumer demand did not meet expectations.
A Walmart spokesperson also released the following statement, sharing an opposite sentiment: “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.”