General Mills acquires ethical meat snacks brand Epic Provisions

Epic makes a range of products including snack bars in flavors such as Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ, and Pulled Pork Pineapple.

General Mills said the acquisition – for an undisclosed amount - would offer an opportunity for growth with a “highly authentic brand in an entirely new natural snacking category​”.

Operated under Annie's business

Epic will continue to be run by Taylor Collins and Katie Forrest, who founded the business in 2013, from its present site in Austin. It will operate under the Annie’s natural and organic food business, which was itself acquired by General Mills in 2014.

“A purpose-driven brand like Epic perfectly aligns with the experience and capabilities set that Annie’s brings to the table​,” said Annie’s president John Foraker. “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​.”

Epic snacks are sold mainly in the natural channel through retailers including Whole Foods, Sprouts, and Natural Grocers, but also at sporting and hiking shops including REI.

Rapid growth

“We’re proud of the rapid growth Epic Provisions has achieved during the past three years​,” said Collins and Forrest, competitive athletes who developed the business after looking to add animal protein to their diets.

They added the deal would give the business the scale to take their products to more consumers. Ethical sourcing is a key element of the brand message, and Epic said the deal would increase “the positive impact of our business on grassland regeneration and proper livestock management practices​”.

In addition to Epic Bars, the brand’s line-up includes Bites and snack mixes.