Snoop Dogg, Master P’s Broadus Foods partners with Post Consumer Brands

Broadus Foods from rappers Snoop Dogg and Master P is joining forces with Post Consumer Brands on a new cereal collection.

Backed by a shared passion for feeding families and strengthening diverse communities, the cereal boxes feature a lineup of characters that include K-9 team leader Captain Ace, Max, Hercules, Roxy and Mr. Polar Bear, as well as games and inspiration.

“We want to make sure kids and kids at heart can have a champion’s breakfast. Our motto is the more we make the more we give. I grew up on WIC, and I am honored and humbled to now own a company with Snoop that can service underprivileged families,” said Percy “Master P” Miller. “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.”

[Read more: Kellogg’s Special K caters to cravings with latest cereal blends]

The line of products from Snoop Cereal that will be available this summer include:

• Fruity Hoopz with Marshmallows: A sweetened multigrain cereal that contains vibrant colors packed with fruity flavors;
• Cinnamon Toasteez: A sweetened crispy wheat and rice cereal with cinnamon; and
• Frosted Drizzlers: A sweetened, crunchy and frosted whole grain wheat cereal.

“Creating generational wealth is an important message to share with the world. 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,” Calvin “Snoop Dogg” Broadus said. “We are making history, and Momma Snoop products are coming next. Working with Post Consumer Brands will guarantee the highest quality, most diverse flavors and best-tasting product on the market. Master P and I are the new Kings of Breakfast Food.”

With every purchase of Snoop Cereal, Broadus Foods will donate a portion of the proceeds from each sale to charities that tackle homelessness and food insecurity, including Door of Hope, the companies said.

[Read more: RxBar shakes up breakfast with granola, Craft Batch innovations]

“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,” said TD Dixon, chief growth officer at Post Consumer Brands. “We’re excited to partner with a company that’s committed to family and community just like we are.”