The Long Beach rapper-turned-media mogul is being thwarted in his attempt to change the cereal game. In August, Mr. Dogg, alongside Master P of the No Limit Soldiers, launched “Snoop Loopz”, a cereal that donates a portion of sales to Snoop’s homeless charity, Future Bosses. Now, for reasons that are unclear at press time, the rapper is being asked to discontinue his cereal. This is likely due to Kellogs and their Fruit Loops brand. In an Instagram video, Snoop noted, “There’s enough room for all of us to be successful…This is bigger than us, we are fighting for the next generation of entrepreneurs. We’re no longer just being consumers, we’re educating the culture building our own brands, and passing down generational wealth.”

The rapper is now soliciting new names for his cereal.