Adults love Lucky Charms almost as much as kids do. The sweet, marshmallow cereal is now the 10th best selling cereal in the U.S., according to Euromonitor.

General Mills claims that the popularity is due to adults eating the cereal. According to Bloomberg Bussinessweek the company says more than 40% of Lucky Charms eaters are adults and the company believes that adults are one of the reasons behind their growth in U.S. sales.

Bloomberg Bussinessweek reports that in January of 2013, General Mills began a Lucky Charms advertising and marketing campaign targeting adults and that since then sales of Lucky Charms have doubled.

After the success of the marketing and advertising campaign the company is going to begin promoting chocolate Lucky Charms and will add three additional marshmallows.