Last updated on June 13th, 2024 at 05:11 pm
General Mills has acquired Epic Provisions, a premium natural meat snacks company based in Austin, Texas. It will operate under General Mills’ Annie’s business, which itself has experienced strong sales growth since General Mills acquired the company more than a year ago, according to General Mills.
“The acquisition of Epic positions General Mills for exciting growth with a highly authentic brand in an entirely new natural snacking category,” said John Foraker, president of Annie’s. “A purpose-driven brand like Epic perfectly aligns with the experience and capabilities set that Annie’s brings to the table. Epic has tremendous potential for growth in the natural snacking category. We’re committed to maintaining the great-tasting Epic snacks people love, while further building this important brand to drive positive impact we can be proud of well into the future.”
Epic Provisions was launched in 2013 by co-founders Taylor Collins and Katie Forrest. The original Epic meat, fruit and nut bar—the first of its kind—has created a new snacking category. Epic Bars come in flavors like Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ and Pulled Pork Pineapple. Today the brand has evolved its product offerings to include Epic Jerky Bites and Epic Hunt and Harvest Trail Mix. Epic snacks are sold primarily in the natural channel, including nationally at Whole Foods, Sprouts and Natural Grocers, but also are sold at sporting and hiking shops like REI, as well as some conventional grocers.
