*Walmart has responded to Snoop Dogg and Master P’s lawsuit that the company sabotaged the sales of ‘Snoop Cereal.’
The rappers are suing Walmart and food manufacturer Post Consumer Brands, accusing “both companies intentionally left their cereal product off shelves and hid it in stockrooms,” NPR writes.
Civil rights and personal injury attorney Ben Crump is representing Broadus Foods LLC, founded by Calvin Broadus (Snoop Dogg) and Percy Miller (Master P), alleging “unfair business practices and breach of contract in connection with the launch and distribution of its flagship product, Snoop Cereal,” according to a news release.
“Post Foods and Walmart allegedly collaborated to prevent Snoop Cereal from reaching consumers, despite its popularity among consumers,” the news release states.
The lawsuit also “alleges that even in instances where Walmart stores did place Snoop Cereal on the store floor, a pattern emerged in which the product was strategically positioned away from the cereal aisle. Instead, Snoop Cereal was reportedly placed in unconventional sections, including the baby section and clearance areas, where it was sold at heavily discounted prices. The complaint suggests that such deliberate actions, allegedly directed by instructions from Post Foods and determined at Walmart’s corporate headquarters, deprived Broadus Foods of the expected profits and compensation from the sale of Snoop Cereal. This alleged concerted effort to hinder the visibility and accessibility of the product raises concerns about the fair treatment of minority-owned businesses within the retail landscape,” per the release.
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Snoop filed a lawsuit against both Walmart and Post Consumer Brands on February 6, accusing the companies of “underhanded dealing” and “diabolical actions.”
Crump said the case “shines a light on the steep challenges faced by minority-owned businesses in securing fair opportunities in the marketplace.”
He added, “The actions by Post Foods and Walmart demonstrate cynical disregard and exploitation of minority entrepreneurs in the business world. If this is how celebrities like Snoop Dogg and Master P are treated by corporate America, just imagine how lesser known Black entrepreneurs and small business owners are treated by powerful corporations.”
The suit alleges Walmart employees were instructed not to place Snoop Cereal on shelves.
“The only reason Snoop Cereal would not sell was because Post and Walmart intentionally kept it from reaching the market,” the lawsuit says.
Walmart has denied the allegations.
“Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs,” the retailer said in a statement.
“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.”
“We were equally disappointed that consumer demand did not meet expectations,” a spokesperson for Post Consumer Brands told Billboard.
Snoop Dogg and Master P seek a jury trial, damages exceeding $50,000, and “further relief determined by the Court,” according to the lawsuit.
READ MORE: Patti LaBelle Brings Brooklyn Chop House’s Famous Dumplings to Walmart
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