MINNEAPOLIS -- General Mills Inc. has acquired meat snacks company EPIC Provisions. EPIC will operate under General Mills’ Annie’s business, which General Mills acquired more than a year ago.
EPIC will maintain its present location in Austin, Texas.
“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 Inc. “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 cofounders Taylor Collins and Katie Forrest, both competitive athletes seeking a convenient way to add nourishing animal protein to their diets. The original EPIC meat, fruit, and nut bar—the first of its kind—has created a new snacking category. EPIC Bars come in flavors including Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ and Pulled Pork Pineapple. The brand also offers EPIC Jerky Bites and EPIC Hunt and Harvest Trail Mix.
Both Collins and Forrest will continue with the business following the acquisition.
“We’re proud of the rapid growth EPIC Provisions has achieved during the past three years,” they said. “Our decision to join General Mills provides EPIC with the scale to bring our products to even more consumers, and to significantly increase the positive impact of our business on grassland regeneration and proper livestock management practices. We look forward to working with Annie’s and General Mills to continue this momentum and to build upon the authenticity of the brand we created.”
EPIC snacks are sold primarily in the natural channel including nationally at Whole Foods, Sprouts, and Natural Grocers, but are also sold at sporting and hiking shops including REI, as well as some conventional grocers.
The companies did not disclose the terms of the deal.
Based in Berkeley, Calif., Annie’s is a natural and organic food company. Founded in 1989, Annie’s markets more than 145 products and is present in more than 35,000 retail locations in the United States and Canada.
General Mills is one of the world’s leading food companies, operating in more than 100 countries around the globe. Its brands include Cheerios, Yoplait, Totino’s, Häagen-Dazs, Yoki, Pillsbury, Nature Valley, Betty Crocker, Fiber One, Old El Paso, Wanchai Ferry and more. Based in Minneapolis, it had fiscal 2015 worldwide sales of $17.6 billion.
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