General Mills Expands GHOST® Partnership with Protein-Fortified Legacy Cereals

General Mills continues to aggressively target the "performance nutrition" sector through its ongoing collaboration with lifestyle brand GHOST®. The food giant has announced the launch of two new high-protein cereals that leverage its most valuable intellectual property: GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH™ and GHOST® PROTEIN CEREAL x LUCKY CHARMS™.

This launch represents a strategic evolution in the breakfast aisle, where legacy manufacturers are increasingly reformulating classic profiles to compete with "better-for-you" challenger brands. By combining the recognised taste of its heritage brands with GHOST®’s nutritional credentials, General Mills aims to retain consumers who might otherwise exit the category due to macro-nutrient concerns.

Nutritional Specs

The new SKUs are positioned as a functional upgrade to the originals, designed specifically to help consumers "crush their macro goals."

Key Product Data:

Protein Content: 17g per serving.

Fortification: Good source of calcium.

Flavour Profiles:
- Cinnamon Toast Crunch: Retains the signature "cinnadust" profile.
- Lucky Charms: Features the standard crunchy cereal puffs and all eight classic marshmallows.

Megan Brooks, Business Unit Director of Cereal at General Mills, framed the partnership as a vehicle for expanding the company’s reach into adjacent categories.

“General Mills is pushing the boundaries of what's possible across food," Brooks stated. "Our continued partnership with GHOST® allows us to tap into their innovative spirit and expand beyond the cereal aisle into the performance nutrition space.”

This move aligns with General Mills’ broader corporate strategy to expand its protein-enhanced product lineup across its diverse portfolio, which already ranges from Cheerios to Progresso and Nature Valley.

For GHOST®, which is entering its 10th year of business, the collaboration creates a tangible link between its supplement roots and mainstream grocery.

Dan Lourenco, Co-Founder and CEO of GHOST®, noted the progression:

“What started as cereal-inspired protein powder flavours evolved into a better for you protein cereal last year. Authentically collaborating with Cinnamon Toast Crunch and Lucky Charms on the cereal is a very cool and crowning moment for GHOST.”

Commercial Availability

Both protein cereals are available immediately at retailers nationwide and via the GHOST® direct-to-consumer (DTC) platform. The launch is supported by the brand’s existing range of protein bars, creating a cohesive "performance snacking" ecosystem at retail.