Lucky Charms Go Rainbow with Unicorn Marshmallows

The consumer is always after the lucky rainbows.

By Ethan L. Johns
February 19, 2018

Image: General Mills

It seems like everybody is chasing the unicorn these days. But not real unicorns, because that would be impossible, right? Wrong.

In a day and age when rainbow foods abound, one cereal is about to bring the unicorn to life in the most vivid way possible. We’re talking horns, rainbow-colored manes and all. And it’s here to stay. Forever.

On Monday, General Mills announced the addition of a “Magical Unicorn Marshmallow” to its beloved dessert-for-breakfast marshmallow Lucky Charms cereal. Unlike other fleeting shapes that have crashed the shamrock party for a while and then disappeared, the unicorn is the first marshmallow in 10 years to become a permanent addition to the breakfast cereal.

But, alas, every new beginning comes from some other beginning’s end. In order to make space in the breakfast bowl for these horned creatures, Lucky Charms will be saying hasta la vista to the hourglass marshmallow, which would be sad if anybody even knew what an hourglass was. Is that, like, what people used to use instead of iPhone timers? How quaint!

You might be thinking that General Mills made a calculated decision to capitalize on the current everything-rainbows-and-unicorns trend in the food world right now—but no! It was the kids who decided!

"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," said Lucky Charms marketing manager Josh DeWitt. "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."

You heard it here, folks, the kids want their unicorns! And you know what they say, the customer is always right. So chase the unicorns no more, they’ll be waiting for you in the cereal aisle.

Can't get enough ROYGBIV in your diet? Here's a Unicorn Cake Truffle that will take you somewhere over the rainbow.

Still hungry? Follow Genius Kitchen on Facebook, Instagram and Twitter for even more fresh food news, served daily. Use #GeniusKitchen to let us know what you're sharing!

get the app.

Watch on your iPhone, iPad, Apple TV, Android, Roku, or Fire TV.

Learn More

About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns