Courtesy of Lucky Charms / General Mills

They replace the unassuming hourglass marshmallows which were recently retired.

Mike Pomranz
February 20, 2018

It’s been about a week since General Mills announced it would be retiring the hourglass from Lucky Charms lineup of marshmallows, and in the interim, the biggest question—besides “There was an hourglass marshmallow??”—has been, “What shape will it be replaced with?” Well, it didn’t long to get our answer… magical unicorns.

Jumping on a food trend that was huge in 2017, the newest permanent marshmallow to Lucky Charms’ ever-changing cadre of “marbits” (as the marshmallows are officially called) will bring a bit of unicorn flare to the over-half-century-old cereal. According to General Mills, the new marshmallow will be in the shape of a unicorn head featuring hues of bright purples and blues on its horn and mane.

Courtesy of Lucky Charms / General Mills

“Our 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,” said Josh DeWitt, marketing manager of Lucky Charms. “That's why, after 10 years, we decided to introduce a new charm with the help of the keepers of magic themselves—kids. They spoke, and after hearing their love for the magical unicorn, we listened.”

With this latest addition, Lucky Charms’ full list of marshmallows is now hearts, stars, horseshoes, clovers, blue moons, rainbows, red balloons, and now magical unicorns. The brand says that the new marbits have already started appearing in some boxes of Original and Chocolate Lucky Charms, but will see a wider rollout at stores in March.

Interestingly enough, earlier this month Kellogg’s announced it would be launching its own straight-up Unicorn cereal—which will feature pink, purple, and blue rings dotted with white sprinkles—set to hit grocery stores on March 5. Apparently, we live in a golden age of unicorn cereals. Sure, it’s kind of the opposite of the appeal of actual unicorns—which are mythical and elusive—but hey, if you could find an actual unicorn on your grocery store’s cereal aisle, you’d probably go check it out.