Master P and Snoop, two hip-hop moguls who have set their sights on the food industry, have scored a major milestone for their breakfast brand. Less than a year after its debut, Broadus Foods’ Snoop Cereal will be in some of the nation’s largest grocery stores.
A press release claims Broadus Foods, a business venture between the two entrepreneurs, has secured a distribution deal to sell its breakfast line in stores like Amazon, Target, Albertsons, Ralphs, Kroger, HEB, Safeway, and Walmart.
Securing space on their shelves is a coup. However, being a minority-owned brand could be helpful, particularly with companies like Walmart, with 2,500 minority- and women-owned businesses selling more than $9 billion in products in their stores, insisting that diversity is core element of their business models.
The venture, which is a partnership with cereal maker Post Consumer Brands, was officially announced in August 2022.
Master P, whose real name is Percy Miller, told AllHipHop.com there is something unique about Snoop’s project and its connection to underserved communities like the ones the two of them grew up in.
Bigger Than Cereal
“When you talk about Snoop Cereal, this is bigger than just cereal,” The “I’m Bout It, Bout It” rapper said.
“I know a lot of people may ask, they want to talk about the ingredients, how it started. Me and Snoop believed in putting out brands that could feed our culture and feed our people. I grew up eating cereal. I grew up on WIC. We are able to sell at WIC now, and it’s all about adding diversity into the grocery stores,” he added before saying, it shows the community that there is a path to ownership that they too can have access to.
He said, “We don’t all own brands like this. And it’s so important because we grew up eating these products. But we got to stop the self-hate amongst each other when we talk about African-American-owned brands and give us the opportunity to get on those shelves because Snoop Cereal is bigger.”
“The brand is all about trying to tackle homelessness, give back to a community and a culture, and rebuild and put economic empowerment into our community.”
A Post press release says with “every purchase of Snoop Cereal, consumers are supporting people in need as Broadus Foods donates a portion of the proceeds from each sale to charities that tackle homelessness and food insecurity, such as Door of Hope.”
Master P said he and Snoop are concerned about building up the community with the brand— focusing on youth and seniors.
The Legacy of A Mother
One senior in mind is Snoop’s mother, Beverly Tate, who transitioned in 2021.
On Thursday, Sept. 22, a month after launching their breakfast food line, Snoop announced he would have a full line based on Momma Snoop. According to AllHipHop.com, Momma Snoop products include grits, maple syrup, pancake mix, and more.
In her honor, the two have also created Momma Snoop Oatmeal and will have it available in the line for the upcoming distribution run.
I want to tell y’all why Momma Snoop Oatmeal is so important because we look at Aunt Jemima — that was just a mockery of us,” Master P says in a separate video uploaded to Instagram. “It wasn’t a real person. We changing the game. … This is a way for us to make Momma Snoop live on and on. Momma Snoop was a beautiful person that blessed the world.”
Friends and Partners
It is not odd that the two have linked up as business partners, as they have been friends for years.
In 1998, after Snoop had issues with Death Row Records, the label that originally signed him, he signed with Master P’s No Limit Records to release his third album.
Snoop said linking with Master P saved his life. He wanted to drop a massive diss record against the label, one that he now owns, and Suge Knight. However, P discouraged him from doing so.
“Do you realize that that saved my life?” Snoop said, according to Complex. “Thank God for Master P.”
As a businessman, Snoop is a titan. Successful on the stage as an artist, on-screen as an actor and host, and in the boardroom, he has a net worth of $150 million. Likewise, Master P’s legacy overlaps several industries including music, sports, marketing, film & television, clothing, and now food. His estimated net worth is over $200 million.