Food
General Mills: Leading the Way in Protein Innovation
From your favorite cereals to performance nutrition, we're changing how people get their protein.
Today’s consumers are actively seeking protein in nearly everything they eat, from breakfast to dinner and every snack in between. What’s more, they’re unwilling to sacrifice delicious taste for nutritional benefits. This understanding drives our commitment to creating foods that deliver protein and genuinely taste good. General Mills isn't just meeting demand; it's shaping the future of food as a top innovator in the protein world.
A key part of General Mills’ innovation strategy involves thoughtful collaborations, such as our ongoing partnership with GHOST®, the lifestyle and sports nutrition brand known for its high-protein products and bold flavors.
Leading the Protein Revolution in Cereal
When it comes to breakfast, consumers have a variety of choices. This broad array makes the cereal aisle ripe for protein innovation, and we’re proudly leading the charge. Our efforts span from our popular Cheerios Protein line to our exciting collaboration with GHOST, which has brought new, crave-worthy, high-protein cereals: GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH™ and GHOST® PROTEIN CEREAL x LUCKY CHARMS™. These new breakfast options combine our 100+ year history of building iconic cereal brands with GHOST®’s expertise in performance nutrition. The result is a powerful synergy designed to boost your protein intake at breakfast — or any time.
Our Approach to Protein Innovation
At General Mills, new product ideas often originate with our consumer insights team and their deep understanding of the latest trends alongside what consumers like and want. The new product development process regularly involves rounds of testing with consumers, adjusting and testing again to ensure the final product delivers what consumers are looking for.
When it comes to protein, we know a “one-size-fits-all” approach simply doesn’t work, and consumers are looking for a variety of ways to reach their protein goals. That’s why we developed Cheerios Protein for families seeking a little extra protein to start their day, while our partnership with GHOST focuses on delivering higher protein options for those with specific protein goals.
To deliver 17+ grams of protein per serving, the GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH and GHOST® PROTEIN CEREAL x LUCKY CHARMS recipes are made with a blend of both dairy and soy proteins. This carefully selected blend delivers the satisfying and familiar texture of the traditional oat and wheat bases fans are used to from the beloved OG cereals. With GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH, it was crucial to perfect the iconic square shape, which required careful effort to ensure consistent thickness in each piece. Finally, the cereal pieces are topped with a layer of a whey protein, delivering even greater flavor and additional protein.
From Cereal to Cereal Milk
While fans of GHOST® PROTEIN CEREAL x CINNAMON TOAST CRUNCH and GHOST® PROTEIN CEREAL x LUCKY CHARMS might enjoy the crunch of a bowl of cereal, others are more interested in drinking their protein. Inspired by the “cereal milk” left behind at the bottom of the bowl, a new line of GHOST® WHEY CEREAL MILK® offers the taste of COCOA PUFFS™ “CEREAL MILK®”, LUCKY CHARMS™ “CEREAL MILK®”, and TRIX™ “CEREAL MILK®” in a high-quality protein powder. Fans can find the new GHOST® WHEY CEREAL MILK flavors launching on March 10 at ghostlifestyle.com and select retailers nationwide.
Innovating Across Categories: The GHOST Partnership in Bars
Once again, combining General Mills’ extensive experience across various brands with GHOST’s performance nutrition expertise, it was only natural to expand the partnership to other categories. The logical next step? GHOST® PROTEIN BAR.
To stand out in a crowded marketplace, the goal was to create a bar with at least 20 grams of protein inspired by the indulgent experience of a candy bar. Given that most protein bars on the market deliver a dense, chewy texture, there was an opportunity to take a different approach: a bar featuring a crunchy cookie base, layered with caramel and covered in delicious milk chocolate.
One of the challenges was creating a satisfying, stretchy caramel texture without relying heavily on sugar — a key component of traditional caramel. Additionally, the bars needed to be made with high-quality dairy protein. Beyond the ingredients, a unique "two bars in one pouch" design was pursued — a packaging style rarely seen outside of the candy aisle. This approach offers fans the flexibility to enjoy one 10-gram protein bar before a workout and another after, to share with a friend, or simply enjoy both. GHOST® PROTEIN BARs are available in “CHOCOLATE CARAMEL,” “CHOCOLATE PEANUT BUTTER,” and “CHOCO CHIP COOKIE DOUGH.”