I was told not to comment on General Mills’ entry into the meat stick game. But
By Burkejason · October 23, 2026 · Curated by George's Blog
I was told not to comment on General Mills’ entry into the meat stick game.
But c’mon. You all know me better than that. 😅
And while their new “Rotisserie Chicken” stick is indeed a direct copycat of the one we launched 18 months ago, I actually have something positive to say (but remind me where to send the innovation invoice 😂)
I’m genuinely excited to see some energy and resources being poured back into the EPIC brand.
Here’s why.
EPIC and New Primal grew up together in the early days of the better-for-you meat snacks movement.
I used to catch up with Taylor, one of EPIC’s founders, pretty regularly. We’d swap war stories, compare notes, and commiserate over the challenges of building something new in a category that desperately needed disruption.
EPIC was a true pioneer.
They helped reshape the meat snacks category, brought attention to better animal welfare practices, championed regenerative agriculture, and pushed the conversation around whole-animal utilization forward.
They were doing important work.
Which is why it was so disappointing to watch the brand seemingly get put on a shelf after the General Mills acquisition.
In fact, I believed so strongly in the brand and its potential that I even inquired about buying it from General Mills at one point 👀
I thought it was a tragedy to see something with so much promise sit relatively stagnant.
But I get it.
Small, entrepreneurial brands can get lost inside massive organizations. It happens all the time.
So here we are, nearly a decade later.
And while this latest move might be a little late to the party (and perhaps a touch of bandwagon-chasing 😉), I genuinely welcome General Mills back into the conversation.
More importantly, I’m excited to see the legacy of my friends who built EPIC get another opportunity to shine.
Their original mission deserves to live on. Better farming practices, more responsible animal agriculture, and a more thoughtful food system are all causes worth championing.
Competition is good. Innovation is better. And a rising tide lifts all boats.
So welcome back to the party, General Mills.
Glad you could make it.
May the force be with you. 😅
Pic: me and Taylor (co-founder) at Expo West circa 2015