Over the last three decades, Snoop Dogg has been a staple in hip-hop culture–and beyond. The music star has had a cooking show with Martha Stewart, acted in films, authored a cookbook, launched a successful cannabis company and become the new owner of Death Row Records. He has a line of wines through his partnership with 19 Crimes and also serves as a pitchman for several brands. Now, he’s bringing his own cereal to the breakfast table.
On Saturday, Aug. 13, Master P announced a joint venture with the rapper — a Southern California native and mentee of Dr. Dre — introducing to the world the “Drop it Like it Hot” chart-topper’s new Broadus Foods. The first offering from the new brand is called Snoop Loopz.
The cereal industry is on the upswing and in 2020 was worth an estimated $11.1 billion.
An Update on a Breakfast Classic Staple
According to Broadus Foods — which reportedly gives a portion of sales to charity — the gluten-free Snoop Loopz has “more marshmallow” than its competitors such as the popular Kellogg’s cereal Froot Loops. While Toucan Sam is the animated mascot for the colorful breakfast treat, Snoop’s cereal has a blue dog on the cover of the box armed with a spoon to dive in.
With a whopping net worth of $160 million, his expansion into the food and beverage industry was catapulted with his food VH1 food show “Martha and Snoop’s Potluck Dinner Party,” where he and the queen of lifestyle introduced different techniques of how to prepare food.
Master P tweeted about the cereal, writing, “MORE Corn, MORE Flavor & MORE Marshmallows that’s what separates us from the Rest. If you like Fruit Loops, then you will LOVE SnoopLoopz!! http://SNOOPLOOPZ.COM”
Snoop reposted on the No Limit soldier Instagram with this caption, “Broadus Foods introduces the best-tasting cereal in the game Snoop loopz. @snoopdogg we’re taking over the grocery stores. Snooploopz.com – The more we make the more we give. #GODisgood #familybusiness Berry delicious Fo Shizzle!”
Master P Continues to Open Doors
In 1998, after having left his home label of Death Row, he joined No Limit Records, claiming the move saved his life.
During an interview with “The Breakfast Club,” he spoke about how Master P, as a mogul, gave him a lifeline to get his life back together — changing the trajectory of his life. The first step was not to bring the toxic energy connected to his last situation into the next, saying to do so would have caused “mass destruction” to his career.
“Do you realize that that saved my life?” Snoop said. “Thank God for Master P.”
Now, through his Uncle P’s Food Product company, one that has everything from cake batter, flour, ice cream, rice and his own line of breakfast foods like pancake mix and “Hootie Hoos” cereal, he is teaching the complicated food game to his brother in rhyme.
According to the Business Research Company, the global breakfast cereal market made $61.94 billion in 2021, and is expected to grow to “$67.44 billion in 2022, at a compound annual growth rate (CAGR) of 8.9%. The global breakfast cereal market size is expected to grow to $91.04 billion in 2026 at a CAGR of 7.8%.”
America’s domestic market does not tell the same story.
The Detroit Free Press said Kellogg’s, the 116-year-old company responsible for faves like Froot Loops, Frosted Flakes, Rice Krispies and Raisin Brand, made $2.4 billion in sales in 2021, selling only cereal.
Data shows U.S. cereal sales had been spiraling downhill, with people opting to munch on a portable breakfast bar in the morning. But during the pandemic, the cereal market received a spike.
Contrary to other reports done by NielsenIQ, their records state that sales in the industry have been flat.
General Mills, the other titan in the space, notes growth in the cereal market. That brand’s strategy blended some of their top-selling cold cereals with their oatmeal to have a four-year consecutive growth spurt, according to Food Business News.
Oatmeal offerings will come with special toppings: marshmallows for Lucky Charms, “cinnadust” topping for Cinnamon Toast Crunch, a multi-colored crunchy topping for Trix and a chocolate-flavored crunchy topping for Cocoa Puffs. This has been successful for the brand.
“Better than Gin and Juice”
Snoop Dogg, who made his splash in the industry with a hit song called “Gin and Juice,” quit drinking.
Though he does not indulge, he still has his hands in a few adult beverages, specifically his products with the Australian brand 19 Crimes wine. He currently has two offerings: Cali Red and Cali Rose Blend and Blush.
He also negotiated a bottle for his friend Stewart, who helped him get footing in the space. He recently launched her wine called 19 Crimes Martha’s Chardonnay. In a commercial for the wine, she is sitting at a dinner table talking about her new chardonnay.
“I’m really excited to share the first bottle of Martha’s chard with my closest friends,” she says to her guests. “Tonight is all about celebrating the fruits of my labor. And by fruit, I mean wine, and by labor, I mean making wine. Keep up people!”
She smiled and joked, “Work hard, play hard and drink Martha’s chard.”
At the end, the Doggfather pops in holding a bottle of her vino, giving the best endorsement he could for his pal, declaring, “Baby girl, this is better than gin and juice.”
Snoop’s Expansive Business Empire
Snoop Dogg has his hands in everything and is expanding his empire at a rapid rate. In February 2022, he announced to the public he purchased Death Row, the label that launched his career, for $50 million.
It all makes for a full-circle moment that perhaps wouldn’t have happened had he not listened to Master P a little over 25 years ago.