As much as I like myself a cooked breakfast – especially those of a greasy, McDonald’s-style inclination – I do crave some sugary cereal from time to time. If I’m not drowning my honey Cheerios in sugar (I know how bad that sounds don’t judge me) I’m having three to five bowls of Lucky. Overall it’s expensive, but ultimately worth it.
But now, eating a bowl of Lucky Charms may have just got even more magical. On Monday, General Mills announced that for the first time in a decade, it’s adding a new permanent marshmallow to its sugary-sweet cereal, ready to hit the shelves this coming March.
The colorful new addition – a white unicorn with purple and blue highlights – will join the current mainstays: heart, star, horseshow clover, blue moon and red balloon marshmallows – and replace the hourglass, which was retired earlier this month. Rest in peace.
The new unicorn charm is a cute little white animal with a pink and blue horn on top of its head, and matching colored hair in the back. This new marshmallow also marks the first time ever that a marshmallow was chosen by the people. Lucky Charms reached out to fans via Instagram and Twitter for new suggestions, asking on the respective social media platforms: “If you could pick the #NextLuckyCharm, what would it be? Use an emoji to tell us!”
As social media campaigns go, this one was pretty tame. We had people suggest the lip emoji, the octopus emoji, fairies, keys, butterflies and the dollar sign. The only weird thing someone suggested was a cactus, and even then the Lucky Charms account just replied with that cry-laugh face.
After looking at a few more, suns, mermaids and puppies, they eventually decided that the beloved unicorn earned its rightful place in the Lucky Charms Hall of Fame. It comes as no surprise that the unicorn was the chosen one, considering the craze around Starbucks’ Unicorn Frappuccino last summer. If you can ride a wave, ride it in style, I say. Preferably, with a unicorn.
Each charm in the cereal always has some sort of special meaning and this time, the unicorn represents a world of magic. Talking to the press, Josh DeWitt, marketing manager of Lucky Charms, said: “Our goal is to not only create a cereal that families and cereal fans will love and enjoy, but to inspire magical possibilities and help spark imagination and fun no matter what the age.”
He continues: “That’s why, after 10 years, we decided to introduce a new charm with the help of the keepers of magic themselves – kids. They spoke, and after hearing their love for the magical unicorn, we listened.”
The unicorns have already started to make their way into some cereal boxes, but they will officially start shipping in March. They will be available at most retail grocery stores across the US. I can’t wait to get my hands on a bowl.