‘Diabolical actions’: Snoop Dogg, Master P sue Walmart over breakfast cereal row

Rappers Snoop Dogg and Master P have sued US supermarket chain Walmart and food manufacturer Post Consumer Brands. The rappers claimed that the two companies tried to sabotage the success of the pair’s new breakfast cereal enterprise.

Last summer, Snoop Cereal was launched with Master P hailing parent company Broadus Foods. This enterprise made them the first Black-owned cereal company in the US: “This has been going on for over 100 years, that we’ve been consumers and never owners, so we’re changing that game.”

To produce the cereal, the rappers joined hands with Post.

As per a Billboard report, the rappers allege “diabolical actions” and “underhanded dealings” as Post attempted to “choke Broadus Foods out of the market” after the rappers refused to sell their company to Post “in totality”.

On Tuesday, a lawsuit was filed, in which it was also alleged that “Post essentially worked with Walmart to ensure that none of the boxes of Snoop Cereal would ever appear on the store shelves”.

The lawsuit further claimed that the supermarket falsely showed that the cereal was out of stock. However, the boxes were kept hidden in stockrooms, “coded to not be put out on the store shelves”.

In a statement, Walmart said that the company “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”.

Post Consumer Brands are yet to reply to the suit.

Master P posted a video comment after the filing, saying: “We are building a family brand. Dr Martin Luther King showed us how to dream, fought racism and guess what? We’re doing the same in corporate America for equal rights for everybody.”

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