Lucky Charms is a brand of breakfast cereal produced by General Mills since 1964.[1] The cereal consists of multi-colored marshmallows and pieces of shaped pulverized oat, each resembling one of several objects or symbols associated with good luck. The packaging and marketing features a leprechaun mascot, Lucky.
An advertising company employed by General Mills and Company suggested marketing the new cereal around the idea of charm bracelets.[3] Thus, the charms of Lucky Charms were born. Lucky Charms was the first cereal to include marshmallows in the recipe. These pieces are called "marshmallow bits", or "marbits", due to their small size. Marbits were invented by Edward S. Olney and Howard S. Thurmon (U.S. patent number 3,607,309, filed November 1, 1968, and assigned September 9, 1971, for "preparation of marshmallow with milk solids"),[4] with the patent grant now assigned to Kraftco Corporation.
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The mascot of Lucky Charms, created in 1963, is Lucky the Leprechaun, also known as Sir Charms, and originally called L.C. Leprechaun.[5] The cartoon character's voice was supplied by the late voice actor Arthur Anderson until 1992.[6] Lucky has also been voiced by Eric Bauza, Tex Brashear, Jason Graae, Doug Preis, and Daniel Ross.[7] In 1975, Lucky the Leprechaun was briefly replaced by Waldo the Wizard in New England, while Lucky remained the mascot in the rest of the United States. Envisioned as a forgetful wizard who was kind to children, Waldo initially prevailed in market tests. However, Waldo's creator Alan Snedeker suspects he sealed Waldo's fate by working on TV ads that portrayed a nicer version of Lucky.[8]
The oat cereal was not originally sugar-coated. After initial sales failed to meet expectations, the oats were sugar-coated, and the cereal's success grew. Piggy banks and plastic watches were introduced as cereal box send-away prizes as a marketing tactic to increase sales. The recipe for the cereal remained unchanged until the introduction of a new flavor: Chocolate Lucky Charms, in 2005. Later in 2012, General Mills introduced "Lucky Charms Marshmallow Treats".
Following the product launch, the General Mills marketing department found that sales performed dramatically better if the composition of the marbits changed periodically.[3] Various features of the marbits were modified to maximize their appeal to young consumers. Over the years, over 40 limited edition features such as Winter Lucky Charms, Olympic-themed Lucky Charms, and Lucky Charms featuring marshmallow landmarks from around the world were created to drive consumer demands. In focus groups and market research, more brightly colored charms resulted in better sales than did dull or pastel colors.[3] Currently, General Mills conducts "concept-ideation" studies on Lucky Charms.[3]
The first boxes of Lucky Charms cereal contained marshmallows in the shapes of pink hearts, yellow moons, orange stars, and green clovers. The lineup has changed occasionally, beginning with the introduction of blue diamonds in 1975, followed by purple horseshoes in 1983,[12] red balloons in 1989, green trees in 1991, rainbows in 1992, blue moons in 1995, leprechaun hats in 1997 (temporarily replaced the green clovers), orange shooting stars and around-the-world charms in 1998 (added blue, green, yellow, purple, and red in 2011), a crystal ball in 2001, an hourglass in 2008,[3] and a unicorn in 2018. In 2013, 6 new rainbow swirl moons and 2 new rainbow charms were introduced. From the original four marshmallows, the permanent roster as of 2013 includes eight marshmallows.
Older marshmallows were phased out periodically. The first shapes to disappear were the yellow moons and blue diamonds, replaced by yellow/orange pots of gold and blue moons respectively in 1994. In 2006, the assortment included purple horseshoes; red balloons; blue crescent-moons; orange and white shooting stars; yellow and orange pots of gold; pink, yellow, and blue rainbows; two-tone green leprechaun hats; pink hearts (the one shape to survive since the beginning); with the most recent addition being the return of the clovers in 2004. In 2008, the Pot of Gold marshmallow was replaced by an hourglass shape.[13] 10 years later, in 2018, the hourglass shape in turn was replaced by a unicorn, which was chosen on social media by way of emojis.[14][15] The size and brightness of the marshmallows changed in 2004.[16]
Recent changes to the marshmallows include the star shape taking on a "star" design, the orange five-pointed star being complemented by a white "trail". In late 2005, another marshmallow shape was added, the "Hidden Key". It is a solid yellow marshmallow that resembles an arched door (similar to the shape of a tombstone; flat at the bottom, flat sides with a round top). When liquid is added to the cereal, the sugar in the marshmallow dissolves and the shape of a skeleton key appears "as if by magic". The tagline was, "Unlock the door with milk!" This "new" marshmallow type has been used in other hot and cold cereals, but with mixed success (from characters "hidden" inside a bigger marshmallow to letters appearing). In early June 2006, General Mills introduced Magic Mirror marshmallows. In 2008, yellow and orange hourglass marshmallows were introduced with the marketing tagline of, "The Hourglass Charm has the power to Stop Time * Speed Up Time * Reverse Time". As of 2011, swirled marshmallows and rainbow-colored stars have been introduced.[citation needed]
The marshmallows are meant to represent Lucky's magical charms, each with their own special meaning or "power". As of April 2021[update], the following are explanations of the permanent marshmallows:[17]
For an advertising campaign in May 2017, General Mills announced they would be promoting 10,000 boxes of cereal that contain only marshmallow pieces.[24] In order to win one of the coveted boxes, consumers would need to purchase a specially marked box of regular Lucky Charms with a code on the inside panel. The code would be entered into an official website to see if the consumer is the winner of one of the 10,000 novelty boxes produced. The sweepstakes ran through December 2017.[25][26]
In August 2020, General Mills announced it would be selling packages of Lucky Charms marshmallow-pieces-only in retail outlets for a limited time. Each six-ounce bag will contain hearts, stars, horseshoes, clovers, blue moons, rainbows, red balloons, and unicorns.[27]
The jingle is usually accompanied by mentioning that Lucky Charms contains whole-grain ingredients and is part of a balanced meal. General Mills's market position is centered on cereals that contain "more whole grain than any other single ingredient, which is significant, because 95 per cent of Americans aren't eating minimally 48 grams of whole grain per day as recommended by the U.S. Dietary Guidelines".[30]
How many of the little marshmallow charms does this recipe make? I would like to make a jar of them for a going-vegan friend who misses her favorite breakfast cereal. Should I double the recipe to fill a small, cute jar as a gift?
Hey Lou ? Not sure where in Australia you are but I know you can buy them in store at The Green Edge in Brisbane, and also at The Radical Grocery in Melbourne. Online you can get them at The Cruelty Free Shop (based in Sydney) or The Vegan Store (based in Brisbane).
Nuhuh! You did not make Lucky Charms marshmallows!!! Ha. Ha. Ha. I love the way your mind works. I am tapping my little heart out in honor of your insane creativity. Oops, just smashed into a wall and experienced a swirling cloud of birdies and shamrocks. Tap. Tap.
Yet another food we share in common. Your brother and I sound awfully similar, except I would just sift through the marshmallows to add to what was already in my bowl. It would be a shame to have the cereal overpower the marshmallows, right?! xo
You HAVE to make homemade pizza. You will never want to eat any other kind again ? Then, before you know it, you will be making everything at home: pastries, bread, even your milk will be freshly squeezed. ha.
Uh, did you know that when said marshmallows are blended and mashed and combined with other things, they turn a lovely shade of greenish brown? Yes. That shade of milkshake up there is the shade of the crushed marshmallows. Can you imagine some beautiful greenish brown pancakes? How lovely.
That was issue number one, but issue number two was the major lack of flavor. Neither of us could really remember what lucky charms tasted like, but obviously I scooped about four handfuls out of the box during our pancake-off.
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Before preparing the cake, prepare the cereal milk mixture. Pour only the milk into a bowl with the lucky charms. Let it soak for at least 20 minutes. Separate the cereal from the milk using a strainer. Add in the evaporated milk and condensed milk, and whisk until combined. Once combined, you can leave it in the fridge while you prepare the cake.
A cereal sugar cookie base, topped with velvety cereal milk frosting, and a sprinkle of toasted lucky charms. These carry all the nostalgia of being a kid with a bowl of lucky charms in the morning, while still feeling gourmet and elevated.
Welcome to Mia's Kitchen Counter. I'm Mia, a food photographer, recipe developer, and baker with just a *slight* obsession for all things dessert! I love a good challenge in the kitchen and strive to show home bakers that they are truly capable of creating amazing things too. Sound good? Join me and let's get to baking! Read more... 152ee80cbc
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