Clif Bar enters a new category: pet food


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Of the many new product introductions Clif Bar has made this year, its entry into the pet category with Clif Pet appears to be the most ambitious and unexpected.

“The segment of plant-based treats that are better for pets is growing and there is more evidence that this is a space for us,” said Rizal Hamdallah, Chief Innovation Officer at Clif.

The initial offering of three jerky dog ​​snacks (expected to launch in early 2022) is the first new product release from the company’s Trailblazers incubator and reflects the increased influence of the pet market during the pandemic (until 23 million American households acquired a pet since April 2020). According to Hamdallah, the incubator serves to help the company design and develop new product ideas from within, and ultimately bring them to market.

“The incubator is not an ‘or’, but an ‘and’ for all of Clif’s business categories and is part of a multi-pronged approach,” Hamdallah said.

Clif has made public plans to double the company’s revenue by 2030, and the Trailblazers incubator is a key part of the path to that goal, company officials say. The development of a pet line also exemplifies Clif’s desire to move away from its commodity offerings.

“Companion animals are in our company’s DNA,” Hamdallah said.

The pet line announcement caps off a busy 2021 for the California-based company. Clif launched four new products this year, including Clif Cereal. The company also owns the LUNA bar, which itself released a few new versions in 2021.

Although Hamdallah did not elaborate on how much the new innovation efforts will cost the company, he did confirm that similar innovation will be a major part of Clif’s business strategy in the coming years. The Trailblazers incubator will be the cornerstone of the company’s broader plan to stand out in one of nutrition’s most competitive segments, he said.