EPIC Launches Protein Snack Sticks Nationwide in 2027
General Mills is expanding its Epic brand into meat sticks with four varieties, targeting the high-protein snack trend.
EPIC is launching its first line of meat sticks in four varieties, emphasizing protein content and clean ingredients to meet rising demand for high-protein snacks. The new EPIC Sticks come in Original Beef, Wagyu Beef, Rotisserie Chicken, and Hot Honey Chicken flavors. Each stick is gluten-free, dairy-free, Paleo-friendly, and provides up to 10 grams of protein. They are made with 100% grass-fed beef or free-range chicken. The launch, which began on October 21, directly targets the benefit-led and higher-protein snacking trends, with protein-rich foods up nearly 12% year over year.
Competitive landscape and market context
EPIC's product enters a growing meat snack category competing with established brands as protein snacking becomes mainstream. The launch pits EPIC against rivals like Chomps, Archer, Jack Link’s, and PepsiCo’s Good Warrior. According to PepsiCo, 86% of Americans are actively adding protein to their diet, with over half prioritizing protein during snacking occasions. Meat sticks have surged in popularity due to portability and better-for-you innovations, shifting perceptions from unhealthy to preferred snacks.
The numbers show the shift. Protein-forward categories, including dried meat snacks, make up nearly 10% of the food segment. Meat sticks alone represent $5.7 billion in annual sales. The meat snack category has a compound annual growth rate of 9.5%, expanding more than three times faster than the overall snacking universe at 3.1%. Online sales for meat snacks grew 41% as of April 2026.
Other brands are also innovating. Archer launched an Oven-Roasted Chicken Mini Stick in June, alongside Sweet BBQ Beef Mini Sticks and an 8-count pack. Archer's sticks are gluten-free certified, contain no fillers or artificial ingredients, have zero sugar, and provide 4 to 5 grams of protein per serving. The brand's dollar sales in the meat stick category increased by 54.9% over the past year. Conagra released new Slim Jim varieties in early October, including Cheese Mode and a Sriracha flavor, each containing 10 grams of protein. Conagra also owns the Fatty, Duke's, and Penrose sausage snack brands.
Strategic timing and expansion plans
The launch occurs amid General Mills' strategic push to stabilize its portfolio and convert cost savings into healthier margins through 2027 expansion. General Mills, which acquired Epic a decade ago, aims to stabilize its value-focused food and pet portfolio. The company is working to convert a US$750 million fiscal 2027 cost savings target into healthier margins. This is part of a multiyear program targeting US$3 billion in benefits through 2030.
Despite cautious fiscal 2027 guidance, the biggest near-term risk is further earnings compression. General Mills projects US$18.1 billion in revenue and US$1.8 billion in earnings by 2029, implying flat revenue growth and an earnings increase of about US$1.9 billion from a current loss of US$87.6 million. A fair value analysis suggests a 7% potential upside to the company's current stock price. General Mills generated fiscal 2026 net sales of U.S. $18 billion, with its share of non-consolidated joint venture net sales totaling U.S. $1 billion.
Scott Baldwin, General Mills' business unit director, explained the brand's approach. "We knew EPIC had to do what we’ve always done and bring something different to the snack aisle," he said. EPIC Sticks are available now on Amazon and at Sprouts Farmers Market. A nationwide rollout of EPIC meat sticks is planned for 2027.
