Clif Bar plans to double its gross sales and constructive environmental impression

Dive Temporary:

  • Clif Bar CEO Sally Grimes has unveiled a plan to double the corporate’s gross sales to $2 billion, in response to an interview with FoodNavigator-USA. The corporate might be including 50 new roles in analytics and innovation, but in addition eliminating 125 positions that now not serve the corporate.  
  • With these adjustments, Clif Bar plans to develop its “match for motion” portfolio, including extra SKUs at a time when many producers are trimming their lineup.
  • These efforts will help Clif Bar’s different massive raise: to ramp up its sustainability objectives, which have been an integral a part of the model since its inception. The corporate has created an overview on the best way to be local weather internet constructive by 2025.

Dive Perception:

The previous few years have been difficult for Clif Bar. For one, its competitors is rising in energy. Type Bar, which is aiming for Clif Bar’s core shopper, was just lately acquired by Mars, giving it entry to the multinational’s appreciable assets. Type has taken Clif Bar to process for the dietary profile of its merchandise, whilst Clif Bar has questioned Type’s lack of natural elements. Clif Bar has been dedicated to staying privately owned, even strolling away from a cope with Quaker in 2000, in response to Inc.

To realize momentum, innovation has grow to be much more vital for Clif Bar. Grimes, who joined Clif Bar this previous Could from Tyson Meals, has development and innovation as her marching orders. Final November, the corporate employed its first chief innovation officer, Rizal Hamdallah. His position consists of creating new merchandise and creating “constructive change by meals.” Clif Bar additionally just lately employed Jennifer Bentz to go its new utilized insights and expertise group, which is able to assist it higher goal shopper wants, Grimes informed FoodNavigator.

The corporate’s latest improvements embody Clif Thins, which supply shoppers a 100-calorie power enhance with 5 grams of sugar to gas them in between afternoon Zoom conferences, Grimes mentioned — a brand new actuality introduced by the pandemic. Clif’s new Pop’n Crunch Clusters supply 5 grams of protein per 150-calorie serving, and comprise “nutrient-dense” elements corresponding to almonds, chia seeds and quinoa. Higher-for-you snack merchandise have seen renewed curiosity throughout the pandemic, as shoppers concentrate on their well being and “COVID-15” weight acquire. The annual Meals & Well being Survey from the Worldwide Meals Data Council discovered that one-quarter are particularly searching for out purposeful and wholesome elements.

Sustainability is one other alternative to distinguish for the Clif Bar model. Grimes has described the corporate because the “OG with ESG,” referring to Clif Bar’s dedication to hitting environmental, societal and governance objectives. The corporate has pledged to make all its packaging recyclable, compostable, or reusable by 2025. The packaging may also embody directions on how shoppers can use these choices. It additionally has made natural a focus, changing into USDA natural licensed in 2003, and sourcing one billion kilos of natural elements by 2018.

One a part of Clif Bar’s transformation plans includes changing into a climate-net-positive firm, which is one step above being climate-neutral. In essence, the model pledges to take away or offset extra carbon emissions from the atmosphere, based mostly on its actions, becoming a member of manufacturers corresponding to Danone’s Horizon Natural, which has dedicated to changing into carbon-positive throughout its total provide chain by 2025. 

Within the face of better competitors and altering shopper wants, Clif Bar must undertake a extra sustainable technique to thrive within the years forward. Its latest efforts — the funding in innovation an analytics, product improvement and sustainability are promising steps towards that transformation.

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