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General Mills buys EPIC Provisions

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MINNEAPOLIS — General Mills Inc. has acquired EPIC Provisions, a premium meat snacks company based in Austin, Texas.

Terms of the agreement weren’t disclosed. Plans call for EPIC to operate under General Mills’ Annie’s business and remain in its Austin headquarters.

EPIC Provisions meat snack bar

EPIC Bars are made with natural, meat-based whole ingredients.

According to General Mills, the original EPIC meat, fruit and nut bar was a first of its kind and created a new snacking category. EPIC Bars come in unique flavors such as Bison Bacon Cranberry, Beef Habanero Cherry, Chicken Sesame BBQ and Pulled Pork Pineapple, and the brand has evolved its offerings to include EPIC Jerky Bites and EPIC Hunt and Harvest Trail Mix.

“The acquisition of EPIC positions General Mills for exciting growth with a highly authentic brand in an entirely new natural snacking category,” stated 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, competitive athletes who sought a convenient way to add nourishing animal protein to their diets. Both Collins and Forrest will continue with the business following the closing of the acquisition, General Mills said.

“We’re proud of the rapid growth EPIC Provisions has achieved during the past three years,” Collins and Forrest said in a statement. “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.”


ECRM-07-06-22


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