Pet Food

Consumer-centric Clif Bar now banks on canine snacks to drive growth

And rock the boat it certainly is doing – shifting its focus from consumers to canines.

The California snack producer is striving to double in size and has tasked ‘the Trailblazers’ to explore new growth strategies that are both disruptive and sustainable to meet that bold goal.

The team of ‘intrapreneurs’ – overseen by Hamdallah and Incubator senior director Greg Lok – has been asked to keep an agile startup mindset and apply the principals of the company’s Five Aspirations business model.

Earlier this year, Clif Bar & Co. announced five new product lines and six product line extensions, including Clif Cereal, Clif Pop’n Crunch snack clusters and Luna Keto Brownie Bites, along two new Clif Kid ZBar varieties and smaller versions of two Clif Builders bars.

Blazing new trails

Now, the Trailblazer’s first venture is an even more daring gamble – expanding its portfolio of energy-boosting consumer treats with an equally punchy plant-based canine treat.

The decision to dip a toe into the new category is underscored by the dramatic increase in pet ownership – a legacy of COVID, said Clif Bar.

According to data from the American Pet Products Association (APPA), ownership has remained resilient throughout the pandemic, a continued testament of the emotional benefits of pets, such as helping to mitigate stress and providing joy, during challenging times.

However, today’s treasure pooches are now considered a member of the family rather than just an extension of one, and owners are just as discerning when it comes to what they consume.