Sports nutrition brand GHOST has partnered with General Mills to enter the food category with the launch of high-protein cereal, available in Peanut Butter (18 grams of protein) and Marshmallow (17 grams of protein). Both cereals are a “good source” of calcium.
 
“Functional foods are an obvious and long-awaited extension of our brand, and there couldn’t be anything more authentically GHOST than launching our own better-for-you protein cereal,” said Dan Lourenco, co-founder and CEO of GHOST.” Cereal has been a part of the GHOST DNA since inception. From our very first YouTube videos to the GHOST ‘CEREAL MILK’ protein flavors we launched, this moment has been a long time coming. Who you go to battle with is everything, and it’s a privilege to work with one of the legends in the cereal game, General Mills, on this exciting product.”
 
Nicole Ayers, cereal business unit director at General Mills noted that consumers are looking for more protein choices. “The GHOST team has a reputation for disrupting the performance nutrition space with flavors that go beyond the basic chocolate or vanilla. As we look to meet consumer needs in a variety of ways across our portfolio, we’re excited to combine our category-leading expertise with the strength of GHOST’s brand to bring their passionate consumers an offering in the cereal aisle.”
 
Ghost’s protein cereals launched in limited quantities on April 10 at www.ghostlifestyle.com and are expected to arrive at mass retailers and grocers nationwide later this month (SRP: $9.99).