‘Grab some friends and sizzle the fizzle for shizzle’: Snoop Dogg set to radically raise the bar on cannabis snacks

By Gill Hyslop

- Last updated on GMT

Snoop Dogg and TSUMo's cannabis-infused, onion-flavoured rings are set to shake up both the salty snacks and edible cannabis sectors. Pic: TSUMo
Snoop Dogg and TSUMo's cannabis-infused, onion-flavoured rings are set to shake up both the salty snacks and edible cannabis sectors. Pic: TSUMo

Related tags Snoop Dogg Cannabis TSUMo Snacks Broadus Foods Kellogg's THC

Hot on the heels of his collab with Broadus Foods to launch a gluten-free multigrain cereal – aimed at taking on Kellogg’s Fruit Loops – the American rapper is forging a deeper and even more meaningful ‘foodprint’ with the release of a line of shareable, cannabis-infused savoury edibles.

Snoop Dogg has teamed up with TSUMo Snacks – one of the only salty, savoury edibles brands on the market – to launch Snazzle Os, cannabis-infused, crispy onion-flavoured rings.

The launch is a ‘natural fit’ for the 51-year-old multi-talented entrepreneur who, through his songs, advocates smoking weed every day. Each bag of Snazzle Os is packed with 100mg of THC, and according to a press statement, pivots away from the traditionally sweet cannabis-infused edibles.

“Snazzle Os are radical edibles, packages of ring-shaped taste bombs shepherding the cannabis snack experience toward bright new horizons, one crunch at a time.”

Authentic to his true self

Snoop Dogg pic

TSUMo Snacks was founded in September 2021 through a partnership between venture studio Redbud Brands and Casa Verde – one of the first funds established to focus on the cannabis industry – co-founded by Calvin Cordozar Broadus Jr. (aka Snoop Dog).

Guided by the core values of authenticity, relatability and trust, the woman-led team at TSUMo aims to elevate everyday moments by creating salty, savoury snacks that stand-out in a space crowded by sweet-centric offerings.

The chocolate and gummy edible market is oversaturated, said TSUMo Snacks cofounder and CEO Caroline Yeh.

“It’s really hard to compete in that space,”​ however, savoury edibles are more difficult to produce as “they aren’t the best tasting,”​ said Yeh.

What followed was an intensive R&D period to test concepts and seasonings to create a product that earned Snoop’s approval.

TSUMo’s inhouse food scientists strictly adhere to safety protocols to ensure that each bag has a consistent and homogeneous dose of THC, combining it with bold, familiar flavours that snackers know and love.

“We jumped on the opportunity to collaborate with Snoop to create these salty, crispy, onion-flavoured rings that are reminiscent of his own favourite snack. He aligns perfectly with TSUMo Snacks’ values, as he has always been authentic to his true self.”

Added Snoop, “Snazzle Os bring me back to when I was a kid hanging out with my friends.”

Share the shizzle

Snazzle Os are rolling out in all California MedMen dispensaries from 6 October for two weeks before expanding to other dispensaries across the Golden State, in two ‘fierce’ flavours: Onion and Spicy Onion.

“There are plenty of sweet edibles out there, so when I created this product, I wanted to put the Dogg twist on it, which is why I'm bringing the savoury THC-infused crispy onion-flavoured rings to my home state of California,”​ said Snoop.

“You know that if I’m going to put my name on something, it's guaranteed stamped Snoop D-O-Double-G fresh.”

In other words, “grab some friends and sizzle the fizzle like your favourite uncle, for shizzle.”

As with all TSUMo cannabis edibles, Snazzle Os leans into the shared cannabis experience, with each 100mg bag designed for to cultivate the social side of cannabis – a concept that is catching fire in California as distribution of its mini tortilla rounds, tortilla strips and crunchers (extruded chips) is up 800% in the past 12 months.

TSUMo Snacks

Snazzle some merch

The TSUMo Snacks x Uncle Snoop partnership also extends to limited edition merch, complete with tracksuit, gold chain, socks and more as an homage to classic California hip-hop culture.

Superfans will be able to enter to win merch via a social media contest through TSUMo Snacks’ Instagram handle during key times throughout the year as new merch drops. Fans and followers will need to continue to follow @Tsumosnacks and stay tuned to find out when the next drop will happen.

Your favourite shizzle uncle

This isn’t the D-O-double-G’s first foray into the food market – and it certainly won’t be his last.

  • Snoop has more than 20 years of industry experience as a leading icon paving the way in pop culture, technology adoption, and innovation
  • He has 7 platinum albums and has won 25+ music awards
  • In 2005, he started The Snoop Youth Football League, which has seen hundreds of its participants receive athletic scholarships for college. Twenty have even gone on to play in the NFL.

In August, he announced the imminent release of Snoop Loopz, a gluten-free multigrain cereal touted to have “more corn, more flavour and more marshmallows”, ​claiming this is “what separated (sic) us from the rest”​ and taking on breakfast giant Kellogg’s: “If you like Fruit Loops, then you will love SnoopLoopz”.

In 2018, the rapper, actor, TV, film and record producer, songwriter and screenwriter – who is purported to be worth over $150m – 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.

And as is his passion to give back, TSUMo Snacks will be auctioning a custom snacking throne signed by Snoop Dogg, with funds going to Snoop’s Special Stars charity to benefit inner-city special needs children and adults by giving them the opportunity to participate in football and cheerleading.

Snoop and throne

The auction for the signed throne, which is valued at $3,000, kicked off via RallyUp on 30 September and will close on 4 November. The throne will be on display at the Hall of Flowers trade show, being held in Santa Rosa, California, on 5-6 October.

Snoop has promised a portion of the sales of his Snoop Loopz cereal to various charities, including Door of Hope, a Christian non-profit that aids homeless families.

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