Snoop Dogg’s new breakfast cereal takes on Kellogg’s Fruit Loops, vows to fight homelessness and hunger

17-Aug-2022 - Last updated on 17-Aug-2022 at 10:06 GMT

A portion of the sales of Snoop Loopz will be donated to charities like Door of Hope. Pic: Broadus Foods

On Twitter, Calvin Cordozar Broadus Jr. (aka Snoop Dog) announced the imminent release of his latest hit – a gluten-free multigrain cereal touted to have ‘more corn, more flavour and more marshmallows, that’s what separated (sic) us from the rest. If you like Fruit Loops, then you will love Snoop Loopz’.

The 51-year old musician, actor, TV and film producer, rapper, record producer, song-writer and screenwriter – purported to be worth over $150m – has promised a portion of the sales of Snoop Loopz will go to charities for a variety of causes, including homelessness.

This is the latest collab for Broadus Foods, which has a long history of pairing with various charity organisations to donate a portion of all items purchased, including Door of Hope, a Christian non-profit that aids homeless families.

Kings of breakfast foods

It was rapper, record executive, actor and Broadus Foods’ CEO Percy Miller (aka Master P) who encouraged Snoop to get into the cereal game, following the successful release of his own cereal – honey-nut toasted oat Master Crunch – in 2021, with a portion of proceeds going to Team Hope Foundation, which focuses on enriching the lives of inner-city youth and assisting senior citizens with food and shelter.

The mission-driven family-owned business – founded by Calvin Broadus – is committed to add diversity to the industry, while creating opportunities for minority-owned brands.

The company was founded to continue Momma Snoop’s (Snoop’s mother Beverly Tate) legacy of 'feeding families in our communities' and already has grits, oatmeal, pancake mix and syrup in its portfolio.

Adding diversity to supermarket shelves

At the launch of Master Crunch, Miller said, “It’s great to have diversity on the shelves. The more we make, the more we give back to the community. It’s all about building economic empowerment at home, in the communities, where we live.”

In his announcement of his friend’s foray into the same arena, Master P announced on Instagram: “Broadus Foods introduces the best tasting cereal in the game Snoop Loopz. @snoopdogg we’re taking over the grocery stores … Fo Shizzle!”.

It’s not Snoop’s first venture into the food game. In 2018, he released a cookbook From Crook to Cook: Platinum Recipes from Tha Boss Dogg’s Kitchen with a forward by Martha Stewart. He also has his own gin called Indoggo and line of wines with 19 Crimes, a plant-based doughnut sandwich with Dunkin’ and was an early investor in Beyond Meat.

Further diversifying his non-music portfolio, Snoop recently starred in Day Shift with Jamie Foxx, and announced a new movie, The Underdoggs, a comedy based on his experience coaching youth football.

Snoop Loopz will be packaged in a technicoloured box and comes with a spoon-wielding blue dog. A release date has yet to be announced, but it will be available in selected retail across the US.