General Mills Brings the Magic of Universal Pictures’ Wicked: For Good to Kitchens with Glinda and Elphaba-Inspired Cookies, Cereal, Cupcakes and Cake Pops

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07/24/2025 - 09:00 AM

Betty Crocker, Pillsbury and new Wicked Cereal debut pop-u-lar products to build fan excitement ahead of the epic conclusion of the global cinematic phenomenon, Universal Pictures’ Wicked: For Good, arriving in theaters on November 21, 2025.

MINNEAPOLIS--(BUSINESS WIRE)-- As fans worldwide count down to the premiere of Wicked: For Good this November, General Mills is bringing a touch of magic to kitchens everywhere with a limited-edition lineup of cookie dough, cereal and baking mixes inspired by Oz’s most iconic witches. New this year are the first-ever Wicked-inspired Pillsbury Shape cookies, featuring Glinda’s sparkling crown and Elphaba’s iconic hat, while a bold new cereal brings spellbinding color to your breakfast bowl. Lastly, Betty Crocker’s fan-favorite Mix-to-Reveal baking kits are back – so fans can experience the magic again while baking and bonding in the lead-up to showtime.

General Mills brings Glinda glam and Elphaba edge to breakfast and baking with new Wicked: For Good-inspired products.

“After seeing how much fans loved last year’s Betty Crocker and Wicked collaboration, we knew we had to go even bigger for the sequel with more General Mills favorites and more creative ways to bring that home,” said Susan Pitt, Brand Experience Director at General Mills. “Whether you’re baking with your bestie, planning a Wicked: For Good-themed watch party for the family, or just channeling your favorite witch in the kitchen, each offering is made to help fans stir up a little everyday magic as excitement builds for the big-screen release.”

From Pillsbury’s Enchanted Kitchen:

Pillsbury Shape Cutout Cookies: Glinda’s sparkling crown and Elphaba’s iconic hat come to life in pink and green dough. Pre-cut and ready to bake, these treats are perfect for fans who want to bring a little magic to movie night.

Available at retailers nationwide starting early-August for an MSRP of 2 for $7.

Pillsbury’s Popular Picks: Favorites like cinnamon rolls and flaky Crescent dough receive a packaging glow-up with suggestions for wickedly easy recipe shortcuts on the can of four special varieties: Biscuit Grands! Flaky Layers Butter Tastin’, Crescent Roll Grands! Butter Flake, Crescent Dough Sheet and Grands! Cinnamon Rolls.

Available at retailers nationwide starting in October for an MSRP ranging from $3.79 to $4.59.

From Cereal’s Glittering Pantry:

This new cereal is ready to pop, sparkle and defy not only gravity, but also your breakfast expectations! There’s a taste of pure magic in every bite. These limited-edition flavors include:

Glinda Good Berry: The good witch of the breakfast bowl has arrived! After you’ve tasted this dazzling strawberry pink delight, your breakfast choices will be changed...for good.
Elphaba Caramel Apple: This cereal packs a wicked crunch, bringing a delicious caramel apple flavor and Elphaba’s signature green to your breakfast table.
Both cereals are available now exclusively at Walmart for an MSRP of 2/$7 (Mid-Size) and 2/$10 (Family Size).

From Betty Crocker’s Spellbook:

Betty Crocker Mix-to-Reveal Cupcake Kits and Cookie Dough Pop Kits: Experience the magic once again – last year’s most popular treats are back and better than ever! Flying back to shelves with new and improved flavor and a magical reveal, simply mix these beloved treats to see if you’re perfectly pink like Glinda or enchantingly emerald like Elphaba. Remember, only Betty can reveal your true colors.

Available at retailers nationwide starting in late-August for an MSRP of $5.98.

Remember, in this kitchen, normal is highly overrated. Fans can find Wicked: For Good recipe inspiration on Instagram and TikTok @BettyCrocker, @Pillsbury, @GeneralMills and cerealsociety.com — they're sure to be popular in your kitchen this season!

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

About Universal Pictures’ Wicked: For Good

Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. The final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar® nominee Cynthia Erivo) and Glinda (Oscar® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.