General Mills, the US producer of breakfast cereals and other products, has launched a healthier version of its popular Lucky Charms cereal.

Lucky Charms, which usually consist of a range of brightly coloured cereal hoops mixed with coloured marshmallows, will now be available in a chocolate-flavoured version made with healthier whole grains.

The new launch comes just one month after the company launched its ‘Brand New You’ weight management programme.

As many US companies look at ways of tackling the rising public concern over obesity, some are of the belief that they may also be taking the opportunity to cash in on the demand for more expensive healthy options.

Many companies, such as Kellogg, Kraft and General Mills could be benefiting from a “mix shift to new products that are typically priced higher than the average in their portfolio” said Fitch, as reported in the Financial Times.