Rappers Snoop Dogg and Master P have filed a lawsuit against Walmart and Post Consumer Brands, claiming that the two US companies conspired to sabotage the success of their new breakfast cereal enterprise which was launched in 2023.

‘Snoop Cereal’ which was launched last summer, with the rapper’s company Broadus Foods as the first Black-owned cereal company in the US, claimed that after they struck a partnership deal with Post, the company secretly “ensured that Snoop Cereal would not be available to consumers” or would “incur exorbitant costs that would eliminate any profit.”

As reported in Billboard, they now allege “diabolical actions” and “underhanded dealings” as Post attempted to “choke Broadus Foods out of the market” after the rappers refused to sell their company to Post “in totality”.

Walmart is named as a defendant, as the lawsuit reportedly notes that the retail giant played a key role in “the most egregious example” of Post’s alleged wrongdoing: “Post essentially worked with Walmart to ensure that none of the boxes of Snoop Cereal would ever appear on the store shelves.”

Billboard reported that Walmart responded by saying “Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs. Many factors affect the sales of any given product, including consumer demand, seasonality, and price to name a few. We will respond as appropriate with the Court once we are served with the complaint.”

Post Consumer has yet to respond.