General Mills has acquired EPIC Provisions, a premium meat snacks company based in Austin, Texas, US.
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 company was launched in 2013 by cofounders Taylor Collins and Katie Forrest, both competitive athletes seeking a convenient way to add nourishing animal protein to their diets.
The original EPIC meat, fruit, and nut bar have created a new snacking category.
EPIC Bars come in flavors including Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ, and Pulled Pork Pineapple.
Today 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.
