Epic Win

Popular Austin snack brand hits the big time with epic expansion

Popular Austin snack brand hits the big time with epic expansion

Epic Provisions protein bar flavors Austin brand
Austin-based Epic Provisions has been acquired by General Mills. Epic Bar/Facebook

An Austin company just made it big: General Mills recently announced its acquisition of Epic Provisions, the local brand specializing in meat-based snacks.

Founded by Taylor Collins and Katie Forrest in 2013, Epic offers simple protein bars and snacks that are rich in nutrients and unique flavors. Each Epic creation features organic, grass-fed meats without controversial additives such as grain, soy, and dairy.

"From the start, Katie and I said that we would grow Epic as large as we could and as fast as possible while adhering to our fundamental principles. Along the way, we have said that if we found a strategic partner that was in alignment with our vision, values, and mission, we would consider selling the company," said Collins in a release.

"We are excited to announce we have found a partner that believes in our mission, shares our vision, and is committed to allowing Katie and I to continue leading Epic while adhering to our foundational values."

Fans of the snacks shouldn't worry about the acquisition changing the essence of Epic. The brand will be brought under the umbrella of the General Mills-owned Annie's company, which is known for a similar emphasis on organic and natural ingredients. Epic will continue its operations in Austin, and all of the employees, including founders Collins and Forrest, will stay on board.

"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," said Annie's president John Foraker.

"Our greatest hope is that the continued success of Epic serves as a catalyst for other large food companies to invest in young, passionate, mission-driven brands like Epic," said Collins. "This acquisition is not about General Mills changing Epic, but rather Epic changing General Mills."