General Mills takes EPIC meat snacks into the growing protein stick market

USA – General Mills is expanding its EPIC meat snacks brand into the meat stick category, targeting growing consumer demand for protein-rich, convenient snacks as competition intensifies across the US packaged food industry.

The new EPIC meat sticks are available in four varieties: original beef, Wagyu beef, rotisserie chicken and hot honey chicken.

Each stick contains up to 10 grams of protein and is made with 100% grass-fed beef or free-range chicken.

The products are initially available through Amazon and Sprouts, with a nationwide retail rollout planned for 2027.

The launch extends EPIC beyond its established meat bars and gives General Mills a stronger presence in a snack segment attracting established meat processors and major food manufacturers.

General Mills acquired EPIC Provisions in 2016 as part of its strategy to expand into natural and protein-focused foods.

Scott Baldwin, vice president and business unit director of bars at General Mills, said the brand aimed to introduce a differentiated product to the snack aisle.

The move reflects wider changes in US snacking habits, with consumers increasingly looking for foods that combine convenience with protein content.

PepsiCo recently reported that 86% of Americans were actively adding protein to their diets, with more than half prioritising protein during snacking occasions.

Meat snacks have also benefited from product development focused on ingredient transparency and alternative sourcing claims, including grass-fed beef and free-range poultry.

These attributes have helped manufacturers position meat sticks as an option for consumers seeking alternatives to conventional snack bars and other packaged snacks.

According to Cargill, 74% of consumers say meat is an important part of their diet, underscoring the continuing role of animal protein in food consumption.

General Mills enters a competitive field that includes Chomps, Archer and Jack Link’s, which have expanded their presence in the meat snack category amid rising demand.

PepsiCo has also entered the segment through Good Warrior, a protein-focused brand that it recently extended into bars.

The expansion into meat sticks forms part of a broader industry push to diversify protein-based snack portfolios, as manufacturers seek additional growth beyond traditional categories such as cereal, biscuits and conventional snack bars.

For General Mills, the planned 2027 nationwide rollout will be an important step in extending EPIC’s reach into mainstream retail.

The launch also highlights how established food companies are adapting product formats and protein offerings to compete for consumers seeking portable snacks across work, travel and everyday eating occasions.

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