General Mills makes Epic acquisition
Jan. 6, 2016
by Jeff Gelski
Epic Provisions is a meat snacks company that makes Epic bars.
MINNEAPOLIS – General Mills Inc. has acquired Epic Provisions, a meat snacks company that makes Epic bars in such flavors as bison bacon cranberry, beef habanero cherry, chicken sesame BBQ and pulled pork pineapple, Minneapolis-based General Mills said Jan. 6. Terms of the deal were not disclosed.
Epic snacks are sold nationally in such retailers as Whole Foods Market, Sprouts Farmers Market and Natural Grocers. They also are sold at sporting and hiking shops and some conventional grocers. Austin-based Epic Provisions will operate under the Annie’s Inc. business that General Mills acquired in 2014.
“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.”
Taylor Collins and Katie Forrest co-founded Epic Provisions in 2013.
Taylor Collins and Katie Forrest co-founded Epic Provisions in 2013. They will remain with the company following the acquisition, according to General Mills. A meat, fruit and nut bar was the first Epic product. The bars are free of gluten, grains, soy and dairy. The portfolio has expanded to include such products as Jerky Bites and Epic Hunt and Harvest Trail Mix. All Epic animals are vegetarian-fed, antibiotic-free and hormone-free.
The decision to join General Mills provides Epic Provisions with the scale to bring the products to more consumers and to increase the impact of the business on grassland regeneration and livestock management practices, Collins and Forrest said in a statement.