In addition to a newly designed logo, the brand's food-forward redesign is also supported by lighter packaging that will reduce its usage of packaging materials by an estimated 337,000 pounds per year over prior packaging.
Consumers can help catch him before St. Patrick’s Day with the leprechaun traps on the back of limited-edition boxes of Lucky Charms, as well as a new “Mouse Trap”-inspired board game.
The Bronx-born brand has been a favorite of consumers for decades, so it was important to walk the tightrope of honoring its past while also making it more shoppable, appetizing, and relevant amongst its competitive set.