“This case highlights the difficult challenges minority-owned businesses face in ensuring a fair opportunity in the marketplace,” said their attorney, Ben Crump. “Post Foods and Walmart's actions demonstrate the cynical disregard and exploitation of minority entrepreneurs in the business world.”
Crump, a trusted racial justice attorney, said: Tweet On Wednesday, he said he was “proud” to be working with Starr “to ensure that Walmart and Post Foods are held accountable for their neglect of Black businesses.”
Snoop Dogg (real name Calvin Broadus) and Master P (real name Percy Miller) founded the food label Broadus Foods in 2022. According to the complaint, the breakfast mogul approached The Post to gain support for Snoop Cereal in hopes of helping promote the company's products.
In response, Mr. Post offered to buy Snoop Cereal, according to the complaint, noting that the move could drive the rappers' business out of the market. According to the suit, Snoop Dogg and Master P declined the offer, saying they wanted to “protect Broadus Foods as a legacy to their families.”
Post then proposed and entered into a partnership promotion agreement with Broadus Foods in December 2022 for the manufacture, marketing, distribution and sale of Snoop cereal, according to the complaint.
But the lawsuit alleges that Post did not honor the deal, agreeing to treat the cereal as “one of its brands,” but failing to do so, and thereby “pretending to support” the couple's goals. “I did it,” he accused. The suit alleges that the Post “worked with Walmart to ensure that no boxes of Snoop Cereal appeared in stores” and that the rappers' decision not to sell to the Post triggered “malicious dealings.” .
Walmart spokeswoman Kelly Helbusch said: The company said in a statement that it has a “strong history of supporting entrepreneurs” and that “many factors influence sales of a particular product, including consumer demand, seasonality, and price.” Stated. The supermarket said, “Once we receive the complaint, we will respond appropriately depending on the court.''
In an emailed statement Thursday, Post Consumer Brands said it was “thrilled to partner with Broadus Foods” and “has made a significant investment in the business.” Ta. The manufacturer said it was “equally disappointed that consumer demand did not meet expectations.”
Unlike other Post-branded cereals, customers could not find Snoop Cereal in “many” Walmart stores several months after its release, according to the complaint. The complaint listed the product as “sold out” or “out of stock,” but further investigation indicated that “several boxes” of the cereal were stored in the warehouse.
The lawsuit alleges that Broadus Foods suffered financial loss and reputational damage due to Wal-Mart and Post's failure to provide its products to customers. “Because they intentionally withheld it from the market,” he added. ”
The lawsuit also alleges that Walmart “increased the price of” the cereal online to more than $10 a box, contrary to the companies' ambition to provide affordable products to customers.
Snoop Cereal was originally named “Snoop Loops,” but the duo eventually changed the name, with Snoop Dogg stating in a December 2022 Instagram post: '', without giving details.
In starting their cereal business, the rappers' vision was to create “affordable” products that would bring diversity to the food industry and inspire minority-owned food brands, according to the complaint. said.
“If Post and Walmart can do what they do to popular businessmen like Snoop Dogg and Master P, they can certainly do the same to M'n'Pop and minority-owned businesses that have no ability to protect themselves. ,” the lawsuit states.
Snoop Cereal isn't Snoop Dogg's only foray into the food and beverage world. And this isn't the first time a product associated with the star has caused controversy.
In 2020, he drew criticism for 19 Crime Snoop Cali's red wine, with some claiming that the rapper should not have partnered with a wine brand associated with “criminal activity.”
Snoop Dogg defended the move, telling CNN, “'19 Crimes' represents and celebrates second chances,” adding, “We're all part of the journey and the past that shapes our character.” I have it,” he said.
