“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 athletes seeking a convenient way to add animal protein to their diets. The original EPIC meat, fruit, and nut bar 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. 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. Terms of the deal were not disclosed.
General Mills has acquired EPIC Provisions, a premium meat snacks company based in Austin, Texas. EPIC will operate under General Mills’ Annie’s business, which General Mills acquired over a year ago. EPIC will maintain its present location in Austin.