General Mills Acquires Epic Provisions

By Lauren R. Hartman, Product Development Editor

Jan 07, 2016

General Mills, Minneapolis, announced on Jan. 6 that it has acquired Epic Provisions, a fast-growing, premium meat snacks company in Austin, Texas. Epic will operate under General Mills' Annie's business, which has experienced strong sales growth since General Mills bought it more than a year ago. Expanding General Mills' organic portfolio, Epic will maintain its 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," reports 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 was started in 2013 by Taylor Collins and Katie Forrest, both competitive athletes seeking a convenient way to add nourishing animal protein to their diets. Their original Epic meat, fruit, and nut bar was a first of its kind and helped create a new snack category. The line is sold nationally primarily in the natural channel. Epic Bars come in flavors such as Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ and Pulled Pork Pineapple. The brand also now includes Jerky Bites and a trail mix.

Collins and Forrest will continue with Epic's business following the acquisition.

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  • My wife and I were surprised and intrigued to see this announcement Wednesday. While we acknowledge the debate about what can happen when a smaller brand is acquired by a larger CPG company, we know there’s not one right way to grow. As a fellow premium, natural and ethically-focused producer of meat-based snacks (similar but different from Epic, we make and sell five flavors of meat AND veggie bars) what we found exciting about this news was that it affirms the exciting growth in our category. We also find ourselves recommitted to growing our business as a family-owned company that sources from local farms to create our bars with grass-fed, natural and free-range meats, and organic veggies. While we may not experience as fast of growth by remaining family-owned, we do believe we can still have a positive impact on the planet and the bodies of our customers. Feel free to learn more about us at wildzora.com.

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