When I was a kid, there was only one way to properly consume Lucky Charms: eat all the oat pieces first and be rewarded with spoonfuls of marshmallows at the end.
My 8-year-old brain never imagined this sorting process could one day be rendered unnecessary, but that day has come. General Mills, the maker of Lucky Charms, announced Monday it is producing 10,000 boxes of the beloved brand that only contain marshmallow pieces.
This isn't the first time the Golden Valley-based food company has made marshmallow-only Lucky Charms. Two years ago, 10 fans won a box of the marshmallows in an online contest. The company's current – and much larger – promotion is being run as an old fashioned on-the-box sweepstakes. Consumers can win one of the marshmallow-only boxes if they first buy a specially-marked box of regular Lucky Charms. There will be a code on the inside panel, which buyers can enter online to see if they've won one of the 10,000 novelty boxes.
While my tastes may have evolved in adulthood (give me those oats), it seems there are plenty of marshmallow-crazed grown-ups clamoring for a box of the sweet stuff.
"Fans of Lucky Charms are obsessed with our marshmallows," said Priscilla Zee, senior marketing manager, in a General Mills blog post. "We were overwhelmed with calls, e-mails, and tweets last year, asking for a box of our Lucky Charms marshmallows. So this year we wanted to give them even more opportunities to win."
Fans will get more chances to win and General Mills will undoubtedly sell more boxes of the cereal in consumers' quest for their own, colorful, pot-of-gold.