MINNEAPOLIS, Jan. 6, 2016 /PRNewswire/ -- General Mills, Inc.
(NYSE: GIS) said today that it has acquired EPIC Provisions, a
rapidly growing, premium meat snacks company based in Austin, Texas.
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 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 competitive athletes seeking a convenient way
to add nourishing animal protein to their diets. The original
EPIC meat, fruit, and nut bar — the first of its kind — 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.
Today 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.
"We're proud of the rapid growth EPIC Provisions has achieved
during the past three years," said Collins and Forrest. "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."
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.
About EPIC
EPIC Provisions is a category-creating meat
snacks company based in Austin,
Texas. The company was launched in 2013 by co-founders
Taylor Collins and Katie Forrest, both competitive athletes seeking
a convenient way to add nourishing animal protein to their
diets. EPIC Bars, EPIC Bites, and EPIC Hunt and Harvest Mix
are convenient snacks made with natural, meat-based whole
ingredients.
About Annie's
Headquartered in Berkeley, Calif., Annie's, Inc. is a rapidly
growing natural and organic food company with a widely recognized
brand. Founded in 1989, Annie's markets more than 145
products and is present in more than 35,000 retail locations in
the United States and Canada.
About General Mills
General Mills is one of the
world's leading food companies, operating in more than 100
countries around the globe. Its brands include Cheerios, Yoplait,
Totino's, Haagen-Dazs, Yoki, Pillsbury, Nature Valley, Betty Crocker, Fiber One, Old El Paso,
Wanchai Ferry, and more.
Headquartered in Minneapolis,
Minn., USA, General Mills had fiscal 2015 worldwide sales of
$17.6 billion.
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SOURCE General Mills