General Mills and GHOST® Launch High-Protein Cinnamon Toast Crunch and Lucky Charms Cereals

Minneapolis, February 6, 2026 – Get ready to rethink your morning bowl.

General Mills, the company behind everyday favorites like Cheerios and Nature Valley, has once again teamed up with lifestyle and sports nutrition brand GHOST® to launch two new high-protein cereals: GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH™ and GHOST® PROTEIN CEREAL x LUCKY CHARMS™.

This isn’t your grandma’s breakfast. It’s a confident play for the “better-for-you” market, taking nostalgic, kid-loved flavors and giving them a modern, protein-packed twist.

Each serving of these new cereals packs 17 grams of protein and is a good source of calcium, aiming to help consumers “crush their macro goals.” The idea is simple: keep the fun, familiar taste of classic cereals while better aligning with today’s nutrition-minded routines.

Dan Lourenco, Co-Founder and CEO of GHOST®, summed up the journey: “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.”

GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH promises the same “crunchy cinnamon G.O.A.T.” (Greatest Of All Time) flavor fans know, while GHOST® PROTEIN CEREAL x LUCKY CHARMS delivers a “ridiculously delicious mashup” of crunchy cereal puffs and all eight Lucky Charms magical marshmallows.

And they’re not just being pitched as a breakfast staple—they’re positioned as an anytime snack, whether you’re on your way to the gym, the field, or the office.

This launch continues General Mills’ push into protein-forward foods, adding to a lineup that already includes protein-enhanced options across brands like Cheerios and Nature Valley.

Megan Brooks, Business Unit Director of Cereal at General Mills, says the partnership helps bridge traditional cereal and performance nutrition: “Our continued partnership with GHOST® allows us to tap into their innovative spirit and expand beyond the cereal aisle into the performance nutrition space.”

Underneath the fun branding, the strategy is clear: tap into nostalgia, add function, and meet shoppers where they are—looking for foods that feel indulgent but still support their health goals.

Whether consumers see protein-packed versions of childhood favorites as a must-have or just another option in an already crowded “better-for-you” aisle remains to be seen, but one thing is obvious: the definition of breakfast is continuing to evolve.

GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH and GHOST® PROTEIN CEREAL x LUCKY CHARMS are now available at retailers nationwide (USA) and online at Ghostlifestyle.com.

For those who prefer bars over bowls, GHOST® PROTEIN BARS are also available in “CHOCOLATE CARAMEL,” “CHOCO CHIP COOKIE DOUGH,” and “CHOCOLATE PEANUT BUTTER” flavors.