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By 1960s cereal standards, Lucky Charms was an overnight success. Once upon a time, from creation to commercial availability, cereals would take up to three years to create. The sales team from General Mills gave their researchers a challenge: come up with something new in 6 months! And they did. They started with the idea of taking one of their existing “winners” – Wheaties or Cheerios – and adding something unique to them. Team members went to the grocery store and bought all the candies and cookies that might possibly taste good with the two cereals. After testing, it came down to two favorites: Wheaties with Oreo cookies and Cheerios with Kraft’s Circus Peanuts. Seriously, think about it… Wheaties with Oreos? Would the world be different had such a creation came to fruition? We’ll never know… but lucky for fans of Lucky Charms, the Circus Peanuts won out, and… well you get the picture.
Soon, Kraft began producing marbits, the little bits of hard marshmallow, for Lucky Charms, in the shapes of yellow moons, orange stars, pink hearts and green clovers. Advertising added in the famous Leprechaun mascot and a star was born. Kids were crazy for it, and parents were, too! Labeled as a part of a nutritious breakfast, kids felt like they’d pulled a fast one on their parents – it was dessert at the breakfast table!
Since 1964, Lucky Charms has remained one of the most lasting and popular brands of breakfast cereal on the market. General Mills has created some additions to their sugary repertoire, such as 1975’s arrival of blue diamonds, 1984’s purple horseshoes, 1989’s red balloons and the doozy – rainbows in 1992. They’ve also introduced other shapes, like leprechaun hats, pots of gold and shooting stars, as well as changing the color of certain shapes. No longer are there blue diamonds, and yellow moons – the moons are blue and the diamonds… well, the diamonds are gone, as well as many other classic shapes. The only original shape and color to survive since the beginning are the pink hearts. No matter the shape or color, Lucky Charms still makes breakfast magically delicious. Or at least super sweet.
