The market for meat snacks has been characterized for a long time by saturation, minimal innovation, and a mass market approach based around heavily processed, cheap and unhealthy products. However, the rising interest in protein-driven and ancient (paleo) diets has created a new lease of life in the category as a premium market for more artisanal, creative, and healthy meat snacks has emerged.
-EPIC Provisions was established in 2013 by Taylor Collins and Katie Forrest. As competitive athletes and former vegans, they were seeking to develop products that offered a convenient way of adding nutritious animal protein to their diets. They sought to market a natural, authentic, premium meat snack that would be original in the marketplace.
-EPIC demonstrated that it was possible to leverage the tired meat snack category and, within it, develop an entirely new natural sub-category. This underlines the possibility of breaking with clichs and low expectations associated with jerky and generating premiumization opportunities.
-EPIC has also demonstrated that such products can be leveraged to become part of, and exemplify, a lifestyle (i.e. the paleo diet approach) that is not only seen as healthy but is also contemporary and aspirational (having educated middle-class appeal). The lesson for others is that protein-strong meat snacks can transcend their low-rent past and be revitalized in the present market.
Success Case Study: EPIC Bars is part of Canadeans Successes and Failures research. It examines the details of and reasons behind the success of EPIC Bars, a range of premium dried meat snack bars from EPIC Provisions, a start-up recently acquired by General Mills. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
-Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
-Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
-Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
-Access valuable strategic take-outs to help direct future decision-making and inform new product development.