Brandtree

Who owns Lucky Charms?

Lucky Charms is owned by General Mills (the United States, NYSE: GIS).[1]

Evidence: General Mills, Inc. Annual Report on Form 10-K filed 2026-07-01, SEC EDGAR, 1 July 2026. Verified from filings; last checked .

Key facts

Current owner
General Mills, Inc. verified
Owner HQ
🇺🇸 United States, Minneapolis, Minnesota
Origin
🇺🇸 United States
Founded
1964
Category
Food › Breakfast cereal › Ready-to-eat cereal
Parent ticker
NYSE: GIS
Trademark registrant
GENERAL MILLS IP HOLDINGS II, LLC (USPTO)
Last verified
· 2 sources

About Lucky Charms

Lucky Charms launched in 1964, combining oat cereal with marshmallow pieces, an idea reportedly arrived at by chopping up circus peanut sweets and mixing them into Cheerios. The marshmallow shapes have changed repeatedly, and the discontinuation of individual shapes has provoked consumer campaigns.

How often General Mills names Lucky Charms in its annual report

A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.

Annual report filedTimes Lucky Charms is named
20261
20251
20241

Trademark record for Lucky Charms

The USPTO record for the Lucky Charms mark lists GENERAL MILLS IP HOLDINGS II, LLC as the owner of record (serial number 72155408). That name matches the owner named above.[2]

Ownership timeline of Lucky Charms

Owners of Lucky Charms over 1964 to 2026 General Mills start not recorded–present General Mills (start not recorded) 197019801990200020102020
  1. Current owner General Mills [1] verified

Where Lucky Charms sits in General Mills

Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.

Where Lucky Charms sits in General Mills Tree of 18 brands under General Mills. General Mills Lucky Charms Annie's Betty Crocker Blue Buffalo Cheerios Chex and 12 more

Open the full General Mills ownership tree →

See the full General Mills brand portfolio (18) →

Other brands owned by General Mills

General Mills controls 18 brands on Brandtree, 17 of them in food.

Also in food

All General Mills brands →

Other brands in ready-to-eat cereal, and who owns them

General Mills has more brands in ready-to-eat cereal on Brandtree than any other owner: 7 of 32.

BrandOwnerOwner based in
Froot Loops Ferrero 🇮🇹 Italy
Grape-Nuts Post Holdings 🇺🇸 United States
Crunchy Nut Mars 🇺🇸 United States
EnviroKidz Nature's Path 🇨🇦 Canada
Chocapic Nestlé 🇨🇭 Switzerland
Jordans Associated British Foods 🇬🇧 United Kingdom
Frugra Calbee 🇯🇵 Japan
AXA Lantmännen 🇸🇪 Sweden

Every brand in ready-to-eat cereal and its owner →

About the owner: General Mills

General Mills is a publicly listed company headquartered in Minneapolis, Minnesota, United States, founded in 1856. Brandtree records 18 brands under its control, and it is listed as NYSE: GIS.

General Mills grew out of Minneapolis flour milling in the nineteenth century and incorporated under its present name in 1928. Cereal, snack bars, yoghurt and pet food are its largest businesses, and it holds Häagen-Dazs in North America.

General Mills: full profile, brands and acquisition history →

🇺🇸 Lucky Charms and other American brands

Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Lucky Charms is not one of them.

All American brands and who owns them →

Frequently asked questions

Who is the parent company of Lucky Charms?

The parent company of Lucky Charms is General Mills, a publicly listed company headquartered in the United States.

Is Lucky Charms American?

Yes. Lucky Charms originated in the United States in 1964 and its owner, General Mills, is also headquartered in the United States.

Is Lucky Charms still owned by General Mills?

Yes. As of 4 October 2026, Lucky Charms is still owned by General Mills. The ownership record was last checked against primary sources on that date.

Sources (2) & corrections

Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.

  1. [1] General Mills, Inc. Annual Report on Form 10-K filed 2026-07-01 — SEC EDGAR, SEC Form 10-K, published 1 July 2026; retrieved 16 September 2026.
  2. [2] USPTO: LUCKY CHARMS, serial 72155408 — United States Patent and Trademark Office, Trademark registry; retrieved 4 October 2026.

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