Clif launches clear label cereal line

Dive Temporary:

  • Clif Bar& Firm is increasing into the cereal aisle with its new Clif Cereal line. The clear label cereals are made with 30% to 40% much less sugar than different main cereals, in keeping with the corporate. They’ve at the least seven grams of protein and fiber per serving and packaging that meets the corporate’s dedication to have 100% reusable, recyclable or compostable packaging by 2025.

  • The cereals are available 4 flavors together with Blueberry & Almond Butter, Apple Cinnamon & Almond Butter, Honey & Peanut Butter and Chocolate & Peanut Butter. Elements embody natural grain flakes and oats, granola clusters and nut butters.

  • Customers rediscovered their love of breakfast meals in the course of the pandemic as they spent extra time at dwelling. Many CPG firms predict that new breakfast-time habits will stick even after the pandemic, offering a chance for manufacturers to seize shopper curiosity with new merchandise.

Dive Perception:

Clif Bar & Firm CEO Sally Grimes, who previously led Tyson Meals’ ready meals enterprise, set her sights on progress and innovation outdoors the snack bar section when she took the helm of the corporate recognized for its clear label snack bars final June. Her expertise within the ready meals section introduced new perception for Clif Bar to enterprise into new territory.

Initially of this 12 months, Grimes unveiled a plan to double the model’s gross sales to $2 billion, whereas including extra SKUs to its lineup. That is an unconventional transfer proper now, contemplating most producers are working to trim their SKUs. A part of the trouble additionally consists of ramping up the model’s sustainability commitments, which is essential as a result of greater than half of shoppers think about bundle sustainability when making purchases, in keeping with a examine from Trivium Packaging.

The launch of a non-bar product line is not stunning both. Clif Bar & Firm has been steadily increasing its presence outdoors the snack bar section, introducing its first granola-based cereal in 2018. Within the snacking section, it has Clif Thins, which supply shoppers a 100-calorie vitality increase with 5 grams of sugar, and Pop’n Crunch Clusters, which supply 5 grams of protein per 150-calorie serving.

As a breakfast time staple, cereal is a handy meal that may be prepped in minutes whilst shoppers return to their morning commute and faculty routines. Cereal has additionally emerged as a well-liked snack possibility, with 30% of cereal being eaten outdoors of the standard breakfast window, in keeping with knowledge from a 2019 Burke Landmark Consuming Events Examine.

Clif has a problem forward because it enters the better-for-you cereal house, which has confirmed to be fickle for a lot of meals producers. Whereas shoppers demand clear label merchandise, some have been unimpressed with better-for-you choices. Many CPGs have created extra cereals that qualify as “permissible indulgences” for shoppers, together with sugary takes on well-liked candies, cookies and candy baked items.

However contemplating that Clif already has a repute for being a clear label, better-for-you firm, it might be able to stand out within the ever-expanding breakfast aisle. Customers who would buy the corporate’s merchandise are more likely to be aware of the model identify and what it stands for, and can be fascinated about bringing every little thing they like about Clif Bar & Firm to their breakfast tables.

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