Snoop Dogg and Master P are suing Walmart and Post Consumer Brands over allegations that the two huge companies sabotaged the rappers’ cereal brand with “underhanded dealing” and “diabolical actions.”
In a lawsuit filed Tuesday (Feb. 6), the rappers’ company, Broadus Foods, claimed that after they struck a partnership deal with Post, the company secretly “ensured that Snoop Cereal would not be available to consumers” or would “incur exorbitant costs that would eliminate any profit.”
Broadus Foods, represented by prominent attorney Benjamin Crump, claims the move was payback after Snoop (Calvin Broadus) and Master P (Percy Miller) refused to sell their company to Post.
“Essentially, because Snoop Dogg and Master refused to sell Snoop Cereal in totality, Post entered [a] false arrangement where they could choke Broadus Foods out of the market, thereby preventing Snoop Cereal from being sold or produced by any competitor,” Crump wrote in Tuesday’s complaint.
The lawsuit also named Walmart as a defendant, saying the retail giant played a key role in “the most egregious example” of Post’s alleged wrongdoing: “Post essentially worked with Walmart to ensure that none of the boxes of Snoop Cereal would ever appear on the store shelves.”
According to Snoop and Master P, the duo launched Broadus Foods and Snoop Cereal in 2022 in an effort to “add diversity to the food industry” and create a “legacy” that they could leave behind for their families. When they approached Post about a production and distribution partnership, they say the “breakfast juggernaut” attempted to buy the company outright, but that they refused.
Spurned from acquiring the upstart company, they claim Post agreed to a partnership whereby it would not only produce the products but also “treat Snoop Cereal as one of its own brands” and distribute it to major retailers, including Walmart, Target, Kroger and Amazon. But behind the scenes, they claim that Post was working to sabotage the new company.
“Unbeknownst to Broadus Foods, Post was not on board with their goals and dreams and had no intention of treating Snoop Cereal equally as its own brands,” Crump writes. “Instead, Post intended to only give appearances that they were following the Agreement.”
The worst case of such alleged mistreatment, according to the lawsuit, was the situation at Walmart. Snoop and Master P claim that Snoop Cereal initially sold well at the massive chain, but that Walmart’s system soon began to falsely show that the product was out of stock.
“However, upon further investigation by store employees, each of these stores had several boxes of Snoop Cereal in their stockrooms that were coded to not be put out on the store shelves,” the company’s lawyers write. “Unlike the other Post branded boxes of cereal around them, these Snoop Cereal boxes had been in the stockrooms for months without ever being made available to customers.”
In technical terms, the lawsuit claims that Post breached its agreements with and fiduciary duty to Broadus Foods, as well as defrauded the smaller company and made negligent misrepresentations. The case claims that Walmart committed so-called tortious interference by going along with Post’s scheme and that it aided and abetted Post in breaching its fiduciary duty. And the lawsuit claims that both companies committed civil conspiracy by working together.
Reps for both Post and Walmart did not immediately return a request for comment on Tuesday evening.
