Food

10,000 Boxes Of Just Marshmallows Lucky Charms

OMG! We Can’t Wait For The Just Marshmallows Box Of Lucky Charms!

This is a limited-time offering, and consumers will need to buy a box of regular Lucky Charms to get a promo code that they then need to enter on the Lucky Charms website for a chance to win.

Specially marked cereal boxes advertising the sweepstakes were on store shelves as of last week—but with that very limited exposure, Zee said, “to date, we know that there are already more than 100 winners.” General Mills expects that entrants will be divided between those who save the limited-edition boxes as collector’s items and those who’ll tear them open and eat the contents forthwith.

“They’re between a rock and a hard place,” said Allen Adamson, founder of consulting firm BrandSimple. “Promoting the marshmallows has been a proven way they’ve increased business,” he said, referring to Lucky Charms’ long tradition of swapping out old marshmallow varieties for new ones. The cereal’s original lineup of green clovers, pink hearts, orange stars and yellow moons has changed many times over the years, with each new shape generating its share of attention.

The famous cereal with the leprechaun on the box first hit supermarket shelves in 1963 after creator John Holahan developed a prototype by mixing toasted oats (think: Cheerios) with diced up circus peanuts, the spongy orange penny candy first popularized in the 19th century. Lucky Charms’ combination of crunchy and chewy textures was well timed to the postwar-era embrace of foods that were both novel and convenient—and what kid was going to complain about eating marshmallows for breakfast?

If Lucky Charms fans don’t luck into one of the 10,000 limited-edition boxes, there’s always this last resort: Head over to Amazon and pick up a 1-pound bag of colored marshmallows for $10.99.

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