General Mills has introduced two new cereals developed with lifestyle and sports nutrition brand GHOST, adding to the companies’ ongoing collaboration.
The products are named GHOST PROTEIN CEREAL x CINNAMON TOAST CRUNCH and GHOST PROTEIN CEREAL x LUCKY CHARMS.
General Mills said the launches adapt the flavour profiles of its established cereals while positioning the new versions as higher-protein options.
Cinnamon Toast Crunch and Lucky Charms are long-running breakfast cereal brands owned by General Mills.
According to the company, each serving contains 17g of protein and provides a source of calcium.
The Cinnamon Toast Crunch variant combines GHOST’s protein cereal format with a cinnamon-forward crunch.
The Lucky Charms version blends cereal puffs with all eight of the brand’s marshmallow shapes.
GHOST co-founder and CEO Dan Lourenco said: “Cereal has been a big part of GHOST since the very beginning. What started as cereal inspired protein powder flavors evolved into a better for you protein cereal last year.
“Authentically collaborating with Cinnamon Toast Crunch and Lucky Charms on the cereal is really a very cool and crowning moment for GHOST as we kick off our 10th year.”
General Mills director of cereal business unit Megan Brooks said: “General Mills is pushing the boundaries of what’s possible across food.
“Our continued partnership with GHOST allows us to tap into their innovative spirit and expand beyond the cereal aisle into the performance nutrition space.”
The release is the latest addition to General Mills’ broader push into protein-enhanced foods across multiple brands, including Cheerios, Progresso, Annie’s and Nature Valley.
Both cereals are being sold in stores across the US and through Ghostlifestyle.com, the press announcement said.
