General Mills Announces New Star Wars Breakfast Cereal

Via twincities.com:

On May 4th, General Mills announced a new and permanent addition to its cereal lineup: Star Wars breakfast cereal.

Similar to its existing Lucky Charms cereal, the new Star Wars cereal will feature marshmallow bits in six themed shapes, including a Storm Trooper, Yoda and a pair of light sabers.

The corn-based part of the cereal also contains three shapes: a Tie Fighter, an X-Wing fighter or the Millennium Falcon, said Mike Siemienas, a spokesman for Golden Valley-based General Mills.

The cereal will make its official debut in June. And gradually, as new Star Wars movies enter the theaters, the selection of marshmallow bits will change, too.

“As time goes on, both the boxes and the marshmallows will be updated,” Siemienas said.

General Mills has offered limited-edition Star Wars cereals before, including a “Star Wars Episode II Clone Crunch” from 2002, according to the company’s corporate blog.

But this time around, the plan is for the cereals to continue, even after the latest Star Wars movie leaves the theaters. The packages are labeled “limited edition box,” but it’s the artwork on the cover that’s limited.

Monday’s announcement was timed for the unofficial Star Wars Day, an homage to the movie’s line, “May the Force be with you.”

Said Siemienas, “We thought that ‘May the Fourth’ day was a great day to launch this cereal.”