Clif Bar Case Study

Developing Ethical Snacks for Different Consumer Needs

Publication Date	April 2008
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT11070

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Summary

Introduction

This report on Clif Bar forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has successfully combined its development of nutritional products with a green business strategy.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.

Content

Datamonitor View
Catalyst
Summary
Analysis
- Clif Bar has diversified from its original athlete focus to provide everyday healthy consumer snacks
- Growing consumer interest in healthy eating has enabled Clif Bar to become a leading health foods company
- Clif Bar initial focus was to develop nutritionally balanced snack bars for athletes
- The company sponsors a high number of sporting events to emphasize its bar's suitability for active lives
- The company's portfolio has grown to attract mainstream consumers
- The company's Luna Bar is focused on women's health
- Luna Bar was the first energy bar on the market to focus specifically on women's nutritional needs
- Luna Sunrise capitalizes on the female propensity to skip breakfast
- The Luna range has expanded into healthy beverages to enhance opportunities in nutritional products
- The line is promoted through various women-focused events
- The company expands its offering to include a kids' healthy snack line
- Clif Kid line contains nutrition specific for children's needs
- New drink and fruit options are added to the kids line
- The line is marketed with a campaign focused on improving school lunches, promoting its nutritional benefits
- The company combines its health focus with a green business strategy
- Clif Bar's ethical practices include using biodiesel for transport and renewable energy at its factories
- Workers are encouraged to lead ethical lives through various incentives
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Clif Bar lists several nutritional benefits for its Luna Sunrise range
- Table 2: The Clif Bar's Health Lunch Makeover initiative contains advice for making kids' lunches healthier, using the LUNCH acronym to show how to create healthier back-to-school meals and snacks
List of Figures
- Figure 1: Clif Bar launches a high number of new products annually to help retain consumer demand
- Figure 2: The Luna range has achieved success by focusing on the nutritional needs of women