Two of hip-hop’s biggest stars are taking on some of the biggest names in the grocery business. Rap icons Snoop Dogg and Master P have filed a lawsuit alleging that Walmart and cereal maker Post Consumer Brands colluded to undermine the success of their new breakfast cereal venture.
The lawsuit, filed on Tuesday, claims that after the rappers refused to sell their fledgling cereal company Broadus Foods outright to Post, the food manufacturer schemed with Walmart to sabotage sales of Snoop Cereal. Launched in 2023, Snoop Cereal was the first Black-owned cereal brand in the U.S. market.
According to the complaint, Walmart deliberately misled customers by showing Snoop Cereal as out of stock online and hiding boxes in stockrooms instead of putting them on shelves. The rappers claim these “diabolical actions” were designed to “choke Broadus Foods out of the market” after acquisition talks fell through.
Post essentially worked with Walmart to ensure that none of the boxes of Snoop Cereal would ever appear on the store shelves,” the lawsuit states. It accuses the companies of fraud, breach of contract, and violation of fair trade practices.
Master P highlighted the historical lack of Black ownership in the cereal industry in a statement when Snoop Cereal first launched. “This has been going on for over 100 years, that we’ve been consumers and never owners, so we’re changing that game,” he said.
The lawsuit alleges Broadus Foods was targeted precisely because it represents a major diversification of the food production landscape. In a video statement after filing the complaint, Master P invoked Martin Luther King Jr.’s legacy of fighting for equal rights and fair treatment.
Snoop Cereal initially launched under the name Snoop Loopz in 2022 but was forced to rebrand after Kellogg’s claimed trademark infringement on their Froot Loops brand. Broadus Foods also introduced a maple syrup and oatmeal brand called Momma Snoop the same year.
According to its website, Broadus Foods aims to “inspire economic empowerment by adding diversity into the grocery stores industry and creating opportunities for minority-owned food products and brands.”
Walmart stated that many factors affect product sales and placement on shelves and that it values supplier relationships and supporting entrepreneurs. Post Consumer Brands has not yet responded publicly to the lawsuit allegations.
The high-profile legal battle pits two of rap’s most acclaimed figures against some of the most established names in the food business. It also represents a clash between calls for more corporate diversity and incumbents resisting disruption of the status quo.
The outcome of the lawsuit could have far-reaching implications for making shelf space more accessible and inclusive. Snoop Dogg and Master P are claiming over $10 million in damages from what they allege was a deliberate effort to quash a Black-owned business venture before it could gain traction.