General Mills introduces new Lucky Charms marshmallow, scraps the hourglass

The magical unicorn is the first permanent marshmallow in a decade.

What's happening?

Lucky Charms, the cereal brand of Golden Valley-based General Mills, is introducing a new marshmallow.

Called the "magical unicorn," it's the first permanent marshmallow to be added to the popular cereal in 10 years.

What's making way?

The new unicorn marshmallow will be replacing the hourglass shape, which has been part of the cereal for more than a decade.

It'll mean the marshmallow lineup in the box will be: hearts, stars, horseshoes, clovers, blue moons, rainbows, red balloons and magical unicorns.

The company said the new shape was inspired after feedback it had received from children, "the keepers of magic themselves."

General Mills says the 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."

(Spoiler: The goal is to sell cereal and make money.)

When can I get them?

The new unicorn charm has already started appearing in Original and Chocolate Lucky Charms cereals, but will be more widely available at grocery and big box stores this coming March.

General Mills points out that Lucky Charms is filled with whole grain, "fortified with 12 vitamins and minerals, and is a good source of calcium."

Just be aware that the cereal also contains a tremendous amount of sugar. 

Eat This, Not That notes that while the shift to whole grain helped increase Lucky Charms' fiber content, a 3/4 cup still contains around 10g of sugar.

Considering some kids will likely eat twice as much as that for breakfast, it's the equivalent of eating a peanut butter Twix, the website notes.

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