General Mills Unveils Limited-Edition 'Wicked: For Good' Baking Line

MINNEAPOLIS, MN — General Mills has announced a new line of baking products inspired by Universal Pictures’ upcoming film, "Wicked: For Good," set to premiere on November 21, 2025. The announcement was made on July 24, 2025, and highlights a collaboration aimed at enhancing fan engagement ahead of the film's release. This year's offerings include Glinda and Elphaba-themed cookies, cereal, cupcakes, and cake pops, reflecting the characters' iconic imagery from the beloved story.

The new product line builds on the success of last year’s collaboration between Betty Crocker and the original "Wicked" film, which captivated audiences and proved popular among consumers. According to Susan Pitt, Brand Experience Director at General Mills, “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.”

The offerings include:

1. **Pillsbury Shape Cutout Cookies**: Featuring designs inspired by Glinda’s sparkling crown and Elphaba’s iconic hat, these cookies are pre-cut and ready for baking, making them ideal for fans planning movie night festivities. They will be available at retailers nationwide starting in early August, with a suggested retail price of 2 for $7.

2. **Cereal**: The new cereals, "Glinda Good Berry" and "Elphaba Caramel Apple," aim to transform breakfast routines with their vibrant colors and magical flavors. These cereals will be exclusively available at Walmart for a price range of 2/$7 for mid-size and 2/$10 for family size.

3. **Betty Crocker Mix-to-Reveal Kits**: A return of last year’s favorite baking kits, these products include cupcake and cookie dough kits that allow fans to reveal their true colors—pink for Glinda or green for Elphaba—when baked. These will be available starting in late August at a price of $5.98.

As the premiere date approaches, General Mills is leveraging social media platforms like Instagram and TikTok to share recipe inspirations and engage with fans, further building excitement for the film. The products not only aim to enhance the home baking experience but also to create a sense of community among fans as they prepare for the film's debut.

General Mills, a leader in the food industry with a portfolio that includes brands such as Cheerios, Pillsbury, and Betty Crocker, generated net sales of $19 billion in fiscal 2025. The company is known for its commitment to innovation and sustainability, aligning its product offerings with cultural phenomena to connect with consumers on a deeper level.

The upcoming film, "Wicked: For Good," will serve as the epic conclusion to the story of Elphaba and Glinda, portrayed by Oscar nominees Cynthia Erivo and Ariana Grande, respectively. With its blend of fantasy and emotional depth, the film is anticipated to be a significant cultural event, further amplified by General Mills’ strategic marketing efforts.

In conclusion, the collaboration between General Mills and Universal Pictures highlights the intersection of food, culture, and entertainment, allowing fans to bring the magic of Oz into their kitchens. As excitement builds for the film’s release, these limited-edition products are expected to be a hit among both baking enthusiasts and "Wicked" fans alike.