Snoop Dogg and Master P’s Broadus Foods and Post Consumer Brands are partnering on a new release: a collection of three new varieties of the hip-hop legends’ Snoop Cereal that are full of flavorful notes and fronted by memorable characters. The collaboration between the entertainment moguls and Post Consumer Brands is backed by their shared passion for feeding families and strengthening diverse communities. The new collection drops summer 2023.
Broadus Foods will handle marketing and promotion for its Snoop Cereal brand. Post Consumer Brands will produce the cereal, as well as provide research and development, sales and other supply-chain support.
Percy “Master P” Miller shared, “We want to make sure kids and kids at heart can have a champion’s breakfast. Our motto is the more we make the more we give. I grew up on WIC, and I am honored and humbled to now own a company with Snoop that can service underprivileged families. Partnering with Post Consumer Brands made sense with our common mission to build economic empowerment and to add diversity to grocery stores with Black-owned breakfast food.”
The cereal brand is launching with an entertainment experience powered by Snoop Dogg and Master P, leveraging the more than 181 million active social followers of the two hip-hop powerhouses. This includes interactive online content, real-time social engagement and an evolving ecosystem of memorable characters.
Calvin “Snoop Dogg” Broadus added, “Creating generational wealth is an important message to share with the world. Coming from hip hop and being able to produce a product from a family name that my kids, grandkids and beyond will be a part of is a blessing. We are making history, and Momma Snoop products are coming next. Working with Post Consumer Brands will guarantee the highest quality, most diverse flavors and best-tasting product on the market. Master P and I are the new Kings of Breakfast Food.”
“Our purpose at Post Consumer Brands is to make delicious food accessible for all, and we’ve been feeding families for more than 125 years. When Snoop Dogg and Master P approached us with the opportunity to produce Snoop Cereal for Broadus Foods, we were immediately brought together by our shared passion for feeding all families, building diversity and economic development, and serving communities,” said TD Dixon, chief growth officer at Post Consumer Brands. “We’re excited to partner with a company that’s committed to family and community just like we are.”