Clif Bar goes from bars for humans to bars for pets
As the first venture of its new Trailblazers Incubator, Clif Bar introduces plant-based pet snack brand CLIF Pet.
In early 2022, the first three flavors will be launched.
“Just as Clif Bar was founded on disrupting the energy bar category nearly 30 years ago, the Trailblazers Incubator is built to consistently deliver our bold innovation agenda and accelerate our growth plan,” said Hamdallah. “In addition to a rapid, data-driven product development and go-to-market strategy, what makes our approach different is extending the loyalty of the CLIF® brand. By introducing CLIF Pet, we will bring energy to the whole family.”
Clif Bar has set a bold goal to multiply its positive impact on the world by doubling the size of the company.
“With more than 11 million U.S. households bringing a pet home during the last 18 months of COVID, the category is exploding and ripe for new offerings2,” said Lok. “What makes this launch unique is the combination of speed and discipline to bring an innovative, relevant product to market during a global pandemic. We are truly blazing new trails by applying best practices from tech start-ups to our expertise in consumer insights and packaged goods – it’s a winning combination.”