Lucky Charms: the magical American marshmallow cereal you can't find in Europe!

Did you know Lucky Charms was born from a brilliant idea in a supermarket?

In 1963, a General Mills product developer named John Holahan was walking through a supermarket and bought some Circus Peanuts — those peanut-shaped marshmallow candies. Back home, he cut the candies into little pieces and mixed them with Cheerios. He tasted it. It was a revelation. He pitched the idea to General Mills, who asked him to refine the concept. The Circus Peanuts became real colored marshmallows, and Lucky Charms was officially launched in March 1964.

The Lucky the Leprechaun mascot was created to go with the launch — a reference to Irish good-luck traditions. And the slogan "They're magically delicious" became one of the most recognizable in the history of American cereals. Fun fact: Lucky was even briefly replaced in 1975 by a character named Waldo the Wizard — a failed attempt that nobody really remembers!

Since 1964, the marshmallows regularly change shapes to surprise fans. From the original hearts, stars and moons, we've moved on to unicorns, rainbows and red balloons. The only marshmallow that has never disappeared since 1964? The little pink heart!

The Lucky Charms to discover

• Lucky Charms Original — the classic recipe since 1964! Sweet toasted oat cereal with the iconic multicolored marshmallows. The most magical bowl of cereal in American history!
• Lucky Charms Chocolate — the chocolate version launched in 2005. Cocoa cereal with colored marshmallows. For chocolate fans who also want a little magic!
• Lucky Charms Berry Swirl — a fruity variant with berry flavors. The cereal takes on a colored tint and the marshmallows are even fruitier. So good!
• Lucky Charms Minis — the miniature version! Smaller cereal and marshmallows, ideal for little hands and snacking sessions. Same magic, pocket format!
• Lucky Charms Treats — Lucky Charms in compact snack bar format. Lucky Charms cereal bound together with melty marshmallow. The perfect format to take the magic everywhere!
• Lucky Charms Cup — the ultra-handy on-the-go format. A ready-to-eat bowl of Lucky Charms, just add milk. Magic on the move!

Frequently asked questions about Lucky Charms

How do you eat Lucky Charms?

With cold milk, like all American cereals! The milk takes on a colored tint on contact with the marshmallows — a magical visual effect much appreciated. Some also eat Lucky Charms dry as a snack, or use them as a topping on ice cream or yogurt. The Treats are eaten straight as a snack bar!

Is it as sweet as European cereals?

Lucky Charms are sweeter than the average European cereal — the marshmallows make up a good part of the bowl! It's an American-style breakfast experience, generous and colorful. Try to believe!

Where to buy Lucky Charms in Europe?

Lucky Charms is impossible to find in regular European stores! My American Market, the No.1 online American grocery store in Europe, brings them to you straight from the States. Express delivery!

Into American cereals? Check out General Mills, Cap'n Crunch and Froot Loops in our shop too!