General Mills, Inc. is expanding its presence in the deli snack category, having just entered an agreement to acquire premium meat snacks company Epic Provisions.
“The acquisition of Epic positions General Mills for exciting growth with a highly authentic brand in an entirely new natural snacking category,” John Foraker, President of General Mills’ business Annie’s, said in a press release. Annie’s will be the one operating the company’s newest addition. “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.”
The company added that, in addition to General Mills’ recent growth and success, Annie’s has also seen strong sales growth in the last year since being added into the umbrella.
“We’re proud of the rapid growth Epic Provisions has achieved during the past three years,” Taylor Collins and Katie Forrest, Co-Founders of Epic, said. Being competitive athletes, the two founded the snack company with the intent of providing an original meat, fruit, and nut bar — the first of its kind — to offer a convenient, rounded option for nourishment. The creation has spun off an entirely new snacking category. “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.”
While the terms of the deal were not disclosed, the companies did say that Epic will remain at its Austin, Texas home base and both Collins and Forrest will continue with the business following the acquisition.
Epic snacks, which consist of a number of unique flavors like Bison Bacon Cranberry, Beef Habanero Cherry, and more, are sold primarily in the natural channels of the retail sector. Products are available with chains like Whole Foods, Sprouts, and Natural Grocers across the nation, as well as at sporting and hiking shops like REI, and some conventional grocers.