NY Post

General Mills’ Fastest-Growing Cereal Is One That’s Been Around for More Than 50 Years — and It Appears to Be Part of a Trend

Jul 11, 2018  •  Post A Comment

The giant cereal maker General Mills announced that its fastest-growing cereal brand is old standby Lucky Charms, which increased 20% in sales over the past year, The New York Post reports.

The surge may be part of a trend toward sugary cereals.

“Overall, sugary breakfast cereals, after a decade of declining sales, have experienced a comeback, according to David Bishop, partner in Brick Meets Click, a food and retail consulting firm,” the story reports.

The Post quotes Edward Jones consumer analyst Brittany Weissman saying: “We’ve seen a resurgence lately of these sugary cereals. Kellogg has had success with Frosted Flakes, too.”

Mike Siemienas, a spokesman for General Mills, said of the interest in Lucky Charms: “People are loving the marshmallows.”

The report notes that General Mills has recently made a couple of “out-of-the-box” marketing moves that appear to have helped sales of Lucky Charms.

“In February, the company added a unicorn-shaped marshmallow to the cereal mix — the first new character introduced in 10 years,” The Post reports. “Also, the Minneapolis company introduced in 2018 a frosted flakes version of the cereal. (Frosted Flakes, the Kellogg’s cereal, isn’t trademarked because it is descriptive.)”

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