Why Lucky Charms Is Stuffing 10,000 Cereal Boxes Full of Just Marshmallows

It's a limited-time promo, but will health advocates be sweet on it?

Originated in 2015, Marshmallow Only Lucky Charms is back. Courtesy of General Mills

Back in the good old days, when kids across America dug into sugar-laden breakfast cereals with nary a concerned glance from Mom, fans of Lucky Charms could be divided into two camps. There were those who simply gorged themselves on all that varicolored, crazy-shaped kibble. And then there were the young ones with the strength to defer their reward. These kids would save the marshmallows for the end and then eat them all at once.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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