Ghost and General Mills launch protein cereals with popular brands

Ghost, the lifestyle sports nutrition business, is expanding its protein-enhanced cereal offerings via a collaboration with General Mills. The new products — Ghost protein cereal x Cinnamon Toast Crunch and Ghost protein cereal x Lucky Charms — have 17 g of protein per serving. The cereals, which are positioned as higher-protein versions of familiar breakfast favorites, are also a source of calcium, according to the companies.

The Cinnamon Toast Crunch variety combines Ghost’s existing protein cereal base with cinnamon-flavored cereal pieces while the Lucky Charms version blends cereal puffs with the brand’s signature marshmallows. Both products are designed for consumption beyond breakfast, including as snacks throughout the day.

Dan Lourenco, co-founder and CEO of Ghost, said cereal has played a role in the brand’s identity since its early days, evolving from cereal-inspired protein powders into a dedicated protein cereal platform launched last year.

The new launches build on a previous Ghost collaboration and align with General Mills’ broader strategy to expand protein-forward offerings across its portfolio, which includes brands such as Cheerios, Progresso, Annie’s and Nature Valley. Megan Brooks, business unit director of cereal at General Mills, said the partnership allows the company to extend beyond traditional cereal categories and connect with performance-focused consumers.