Snoop Dogg has announced the launch of ‘Snoop Loopz,’ his very own brand of breakfast cereal.
The gluten-free cereal offers “more corn, more flavour, and more marshmallows,” and sports a spoon-wielding blue dog on its technicolour packaging.
“The best tasting cereal in the game,” Master P wrote in the accompanying Instagram announcement, “[Snoop Dogg], we’re taking over grocery stores”.
The cereal will be distributed by Broadus Foods, a company that Snoop Dogg (actual name Calvin Broadus) created and which now sells a range of breakfast items under the Snoop brand, such as oatmeal, pancake mix and syrup.
The Snoop Loopz website states that a portion of the proceeds from cereal sales will go to charities that support a range of problems, including homelessness. Master P wrote about the proceeds: “The more we make, the more we give.” The cereal has not yet received a release date.
Snoop Dogg has undertaken a number of previous food and beverage endeavours. Earlier this year, Snoop launched a new wine under his 19 Crimes label in collaboration with Martha Stewart, expanding the range to include red and rosé wines from California.
For his part, Master P has been dabbling in the food business for a while, launching a variety of ramen noodles, energy drinks and cereals under his Uncle P’s food brand.
Snoop Dogg joins a long list of other rappers who have ventured into the food industry. The Kid Laroi and Kanye West both worked with McDonald’s in May, creating for the fast food giant, a customised food order and an innovative burger package respectively.
Snoop Dogg said last week that he will feature in and produce ‘The Underdoggs’, a forthcoming comedic film based on the rapper’s experience coaching juvenile football, further broadening his non-musical endeavours.