Sector News

General Mills acquires EPIC Provisions

January 7, 2016
Food & Drink

/PRNewswire/ – General Mills, Inc. said today that it has acquired EPIC Provisions, a rapidly growing, premium meat snacks company based in Austin, Texas.

EPIC 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. EPIC will maintain its present location in Austin.

“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, 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 unique flavors including 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.

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,” said Collins and Forrest. “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.

Terms of the deal were not disclosed.

Source: General Mills

comments closed

Related News

January 29, 2023

Danone appoints three new deputy CEOs

Food & Drink

Danone has appointed three deputy CEOs to “better connect categories and regions” and drive the delivery of its ‘Renew Danone’ strategy. The new appointees are Veronique Penchienati-Bosetta, Shane Grant and Juergen Esser. They will report to Danone CEO Antoine de Saint-Affrique.

January 29, 2023

PepsiCo Portugal invests €7.5m in biodigester

Food & Drink

PepsiCo Portugal has announced that it will invest €7.5 million to construct a new biodigester, which will turn organic waste into biogas. As well as helping its Carregado facility to achieve a 30% reduction in carbon emissions, the biodigester will also contribute to reducing gas consumption, allowing the installation to use the biogas produced during the anaerobic digestion process.

January 29, 2023

Kerry’s fellowship with Upcycled Food Foundation explores future of food waste prevention

Food & Drink

Kerry is sponsoring The Kerry Upcycled Food Foundation Fellowship in a new partnership with the Upcycled Food Foundation (UFF), the non-profit subsidiary of the Upcycled Food Association (UFA). The research fellowship is the second initiated by the UFF and will work toward advancing the understanding of the market, consumer perception and technical opportunities of upcycled food.

How can we help you?

We're easy to reach