General Mills acquires EPIC Provisions
Expanding its natural and organic portfolio, General Mills, Inc. announced Wednesday it has acquired Texas-based premium meat snacks company EPIC Provisions.
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,” says 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.”
Launched in 2013, EPIC Provisions was designed by athletes who sought a way to add nourishing animal protein to their diets. The original EPIC meat, fruit, and nut bar created a new snacking category, according to General Mills. EPIC Bars come in unique flavors such as Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ, and Pulled Pork Pineapple. 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 are also sold at sporting and hiking shops including REI, as well as some conventional grocers.
Terms of the deal were not disclosed.
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