Dive Brief:
- General Mills is bringing its Epic meat snacks brand into the fast-growing stick space as the food maker taps into consumer demand for protein and convenience.
- Epic meat sticks, available in original beef, Wagyu beef, rotisserie chicken and hot honey chicken, are available on Amazon and at Sprouts. They will roll out on shelves nationwide in 2027.
- Each meat stick has up to 10 grams of protein and is made with 100% grass-fed beef or free-range chicken.
Dive Insight:
A decade after buying Epic, cereal giant General Mills is bringing the brand known for its meat bars into sticks as protein-rich diets are on the rise. Earlier this week, PepsiCo noted that 86% of Americans are actively adding protein to their diet, with more than half prioritizing protein during snacking occasions.
Once shunned by consumers as unhealthy and laden with artificial preservatives or additives, meat sticks have surged due to their portability and focus on better-for-you innovations. Consumers also believe that animals are important sources of protein, with 74% saying eating meat is a key part of their diet, according to Cargill.
"We knew EPIC had to do what we've always done and bring something different to the snack aisle," Scott Baldwin, vice president and business unit director of bars at General Mills, said in a statement.
The new Epic stick brings the Cheerios and Nature Valley bar maker into direct competition with Chomps, Archer and Jack Link’s, which have expanded production as they see a surge in demand. Other food giants have joined the fray, including PepsiCo, which launched meat sticks under a new brand called Good Warrior. Earlier this week, PepsiCo doubled down on protein by expanding Good Warrior into bars.
