EPIC Provisions crafts high-quality, meat-based protein snacks and bone broths, sourcing 100% grass-fed and organic ingredients for health-conscious consumers.
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See all ads on AdLibrary →Epic Provisions pioneered the meat bar—animal-based protein bars made from bison, venison, salmon, and other whole meats. Founded in Austin in 2013 by endurance athletes Taylor Collins and Katie Forrest, Epic was acquired by General Mills in 2016, giving the brand national retail distribution while maintaining its outdoor adventure positioning. Also searched as Epic.
Epic's creative is rooted in outdoor adventure and athlete performance—hunting, hiking, trail running, and endurance sports provide the visual vocabulary. Animal welfare and regenerative sourcing messaging differentiates within the meat snack category. Browse their ads at AdLibrary.
Epic targets outdoor enthusiasts, paleo dieters, CrossFit athletes, and hunters on Meta. Adventure lifestyle content generates strong organic engagement. REI and outdoor retail co-marketing supplements social spend for trail and outdoor occasion targeting.
Core themes: humanely raised animals, nose-to-tail whole food ingredients, adventure nutrition ('fuel your epic'), and specific species credentials (bison, venison, wild boar). The outdoor provenance story differs sharply from the gym-focused positioning of competitors.
Epic shows that category creation via format innovation (meat in bar format) creates a long-lasting first-mover advantage. Their outdoor positioning also created retail distribution opportunities (REI, outdoor specialty) that pure gym-focused competitors missed. Occasion-based positioning opens distribution channels beyond the obvious.
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