Lucky Charms is a brand of cereal produced by the General Mills food company of Golden Valley, Minnesota, United States. It first appeared in stores in 1964. The cereal consists of two main components: toasted oat-based pieces and multi-colored marshmallow bits (marbits) in various shapes, the latter making up over 25 percent of the cereal's volume. The label features a leprechaun mascot, Lucky, animated in commercials. Lucky Charms was created in 1962 by John Holahan. General Mills had challenged a team of new product developers to use the available manufacturing capacity from either of General Mills' two principal cereal productsWheaties or Cheeriosand do something unique to them. Holahan came up with the idea after a visit to the grocery store in which he decided to mix Cheerios with bits of Brach's Circus Peanuts. An advertising company employed by General Mills and Company suggested revolving the marketing of the new cereal around the idea of charm bracelets.
Contributions by Amcaja, Silly rabbit, and Tregoweth.