Rap legend and entrepreneur Master P announced a partnership between Minnesota-based Post Consumer Brands and Broadus Foods, of which he is a business partner with Snoop Dogg. The partnership will see the worldwide release of Snoop Cereal, set for June 2023, to promote diversity and economic empowerment within the community.

“We want to take care of the community and be able to build economic empowerment, so that’s what this brand is about,” Master P said. “The deal we did with Post is adding diversity into these stores to be able to have an African-American-owned company,” he added. “Post believed in our brand and Post believed in diversity.”

Just back from a morning meeting with Post, Master P shared that Snoop Cereal will be available worldwide, beginning June 2023. The cereal, previously known as Snoop Loopz, will now be available under three different names: Frosted Drizzlers, Cinnamon Toasteez, and Fruity Hoopz.

“They don’t want us to use Snoop Loopz on our cereal box even though [that’s] my name,” a post on Snoop’s Instagram account reads. The new names were chosen to reflect the varieties of cereal that will be offered under the Snoop Cereal umbrella.

“Our purpose at Post is to make delicious food accessible for all. Broadus Foods is a family-owned food company focused on feeding families and giving back,” said TD Dixon, Chief Growth Officer at Post Consumer Brands. “We’ve been feeding families for more than 100 years so when Snoop and Master P approached us the thing that immediately aligned us was our passion for feeding all families. We’re excited to partner with a brand that’s committed to family and community just like we are.”

The new deal comes after the rappers last week announced they would need a new name for their existing cereal, Snoop Loopz. “They thought we was going to have one,” said Master P of the cereal, which will be WIC-eligible. “Look how God works. It’s a blessing.”

The cereal will feature a cartoon of a blue Siberian husky, Captain Ace, as the lead character on the box. “Our character on the box is the lead character, Captain Ace,” said Master P. “He’s the Kobe Bryant of cereal. It’s important because we spend trillions of dollars as African Americans. When you look at Aunt Jemima and Uncle Ben, those were the closest products to where we thought we owned those products, but we didn’t. Those were just people’s faces on boxes.”

In conclusion, the partnership between Post Consumer Brands, Broadus Foods, and Master P and Snoop Dogg aims to promote diversity and economic empowerment within the community by introducing an African-American-owned cereal brand to the market. The cereal, which will be available worldwide from June 2023, will be offered under the name of Snoop Cereal and will be available in three different varieties: Frosted Drizzlers, Cinnamon Toasteez, and Fruity Hoopz. The cereal will also be WIC-eligible, and feature a cartoon of a blue Siberian husky, Captain Ace, as the lead character on the box.