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.)”