The world experienced a cultural shift on Thursday as Snoop Dogg proclaimed to be “giving up smoke,” a radical change that crypto punters have turned into another crypto bet — but could the announcement be part of an edibles and NFT business launch?

The 52-year-old rapper revealed on social media this week, “After much consideration and conversation with my family, I’ve decided to give up smoke.”

The statement sparked speculation that Snoop Dogg might coincidentally be gearing up for a product launch; some say for his cannabis company Leafs By Snoop, or his edibles and digital cannabis brand, Uncle Snoop’s.

Snoop Dogg promoting his cannabis-infused ‘crispy flavored rings’ (via Food Dive, Tsumo Snacks).

In 2022, onion-flavored and cannabis-infused ‘Snazzle Os’ hit shelves in California — the first edibles product to launch under the Uncle Snoop’s brand. The ring-shaped snacks, described as more onion-y than Funyuns, were released in partnership with Tsumo Snacks.

According to the company’s trademark filing, Uncle Snoop’s aims to provide much more: “virtual cannabis goods for use in online environments” that are “all authenticated by non-fungible tokens [NFTs].”

Plans to sell “pre-rolled hemp cigarettes” and other smoking items are listed, alongside clothing and food products like potato chips, cookies, and iced-coffee.

Read more: Weed & Bitcoin: Dad and son caught running $13M empire from Starbucks

Some Snoop Dogg fans see NFT, edibles drop on horizon

The rapper, TV host, Def Jam exec, and cookbook author doesn’t strike his fans as one to waste a good crisis.

“This is probably just gonna be some viral campaign where he launches his own line of vapes or edibles or something,” reads a top comment on Snoop Dogg’s announcement on X (formerly Twitter). One X user speculated, “Snoop about to become an edibles legend.”

Snoop Dogg has received an outpouring of support from fans, too. “Health above anything else,” one top comment said.

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