Lakeville, Minnesota-headquartered Post – known for the Honey Bunches of Oats, Grape-Nuts and Peebles cereals – will produce the new collection, as well as provide R&D, sales and other supply-chain support. Broadus Foods – founded by Calvin ‘Snoop Dogg’ Broadus and Percy ‘Master P’ Miller – will handle all marketing and promotion, leveraging the more than 181 million active social followers of the two entertainment moguls.
However, at the heart of the collab is a shared passion for feeding families and strengthening diverse communities.
Committed to family and community
Said TD Nixon, Post’s chief growth officer, “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.
We’re excited to partner with a company that’s committed to family and community just like we are.”
Broadus Foods works to inspire economic empowerment by adding diversity into the grocery stores industry and creating opportunities for minority-owned brands. The company also supports a number of charitable organisations that tackle homelessness and food insecurity, such as Door of Hope,
So too will a portion of the profits of the three new varieties – Frosted Drizzlers, Fruity Hoopz and Cinnamon Toasteez.
“Creating generational wealth is an important message to share with the world,” said Snoop Dogg, a 51-year old musician, actor, TV and film producer, rapper, record producer, songwriter and screenwriter who is purported to be worth over $150m.
“We want to make sure kids and kids at heart can have a champion’s breakfast,” added Master P, himself a successful rapper, record producer, record executive, actor and entrepreneur.
Meeting WIC requirements
“Our motto is ‘the more we make, the more we give’. I grew up on WIC, and I am honoured 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.”
Despite being sweetened, the first in the lineup – Frosted Drizzlerz – meets the requirements of the US Special Supplemental Nutrition Programme for Women, Infants and Children (WIC). It’s a crispy whole grain cereal with a vanilla frosting drizzle.
Snoop Cereal Fruity Hoopz is a vibrantly coloured, multigrain, hoop-shaped cereal that is blended with marshmallow pieces, while Cinnamon Toastee comprises crispy wheat and rice cereal squares with a hint of cinnamon.
“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 flavours and best-tasting product on the market. Master P and I are the new Kings of Breakfast Food.”
Market research reveals that cereal is America’s favourite breakfast food, consumed in nearly 90% of all households and popular with people of all ages. Beyond the day part, it’s also increasingly enjoyed as a snack, a lunch or dinner meal replacement, or an ingredient in recipes.
The new collection drops summer 2023, available in selected retail outlets across the US.
Snoop Dogg and Master P are rolling out an entertainment experience via social media in the lead up to the launch. Elements include interactive online content, live online engagement and the introduction of the collection’s mascots, including K-9 team leader Captain Ace, Max, Hercules, Roxy and Mr Polar Bear.
