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Clif Bar case study: developing ethical snacks for different consumer needs

Published by: Datamonitor

Published: Apr. 2, 2008 - 10 Pages


Table of Contents


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


Abstract

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.


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