Food by VICE

Lucky Charms Is Discontinuing What Is Objectively Its Least Identifiable Marshmallow

It will be missed by the three people in the world who could tell what it was.

by Mayukh Sen
Feb 12 2018, 5:09pm

Photo via Flickr user m01229

Maybe you’ve noticed a peculiar marshmallow in your bowl of Lucky Charms, a lumpy, yellow-orange blob. It vaguely resembles a pot of gold, a piece of French toast, a kitchen sponge, a piece of cheese... take your pick.

Well, I’ve got news for you: It’s been an hourglass this whole time. And it’s about to be gone.


“Time is running out on the hourglass,” the Lucky Charms Instagram account announced casually last week. "Grab a box while you still can!”

Yeah, you read that right. General Mills has decided to retire what are nominally hourglass marshmallows from Lucky Charms boxes.

General Mills debuted these hourglass ‘marbits’—a nifty portmanteau of “marshmallow” and “bits” in the Lucky Charms universe—in 2008. General Mills has maimed a good number of marbits from its lineup throughout the cereal’s nearly 54-year-history. Now, it's to the marshmallow boneyard you go, hourglass, joining such discontinued marshmallows as the swirled whale and bedazzled rainbow. The marbits that now remain are hearts, stars, horseshoes, clovers, blue moons, rainbows, and red balloons.

“The hourglass has been a part of Lucky Charms since 2008, but as with any hourglass, its time is up,” a General Mills spokesperson wrote MUNCHIES over email on Monday. “We will start phasing out the hourglass beginning next month.”

The spokesperson declined to elaborate on why it decided to discontinue the hourglass, and what its replacement might be, instead replying that we will “have to wait and see.” Let the marbit speculation commence.