Clif Bar meets consumer demand for functional, better-for-you snacks, with the launch of its new Caffeinated Collection – a line of energy bars infused with 65 milligrams of organic caffeine co-created with pro athletes.
“Our core portfolio is really around delivering sustained energy with the mix of fat, carbs and protein,” said Nicolas Henault, senior marketing director at Clif Bar. “But we are always looking to either enhance that benefit or complement it with things that resonate both to professional athletes as well as the everyday athletes. Caffeine, in this case, is one of those opportunities.”
Highlighting performance in a crowded market
Henault emphasized that while caffeine is hardly new to consumers, its application in bar form – especially one rooted in sports nutrition science – is less saturated. The Caffeinated Collection taps into a fast-growing market for functional snacks that go beyond simple nutrition to offer targeted benefits like energy, focus and recovery, Henault said.
“Caffeinated products are trending and in demand,” he explained. “We are nearly at 100% penetration in terms of consumption of caffeinated products in the US, and natural caffeine claims are growing extremely fast. It is not necessarily as broadly used within the bars category, so it made a lot of sense for Clif to highlight that benefit and bring caffeine into our core formula.”
Each bar delivers 65 mg of caffeine from organic coffee fruit extract, roughly equivalent to a single shot of espresso, along with 10 grams of plant-based protein and Clif’s blend of organic, non-GMO rolled oats in two flavors Vanilla Almond and Caramel Chocolate Chip.
“The core of this Clif energy bar is still rooted in the macronutrient blend of protein, fat and carbohydrates,” explained Amari Thomsen, CLIF’s senior scientist. “It is crafted with the intention to provide sustained energy before or during long, moderate-intensity activity – whether that is cycling, skiing, hiking or soccer.”
‘Products that are made with purpose’
As the functional snacking category expands, Clif’s approach is as much about intention as it is about innovation, Thomsen said.
“We are always looking to craft products that are made with purpose,” she explained. “Not only consumer desires, but also the nutrition science, consumption habits, and needs of the population that we are targeting – all of that goes into our innovation.”
Henault echoed that sentiment from a brand perspective.
“It starts with a functional purpose, and making sure that our formulation is done intentionally,” he said. “But the flip side of functional is the snacking piece, and we know that taste is the number one driver in this category. That is why we explored these appealing combinations like vanilla and caramel chocolate chip – to always balance purpose with taste.”
Clif Bar previously launched its own caffeinated option made with green tea extract, available in a variety of flavors – though some have since been discontinued. With its new Caffeinated Collection, Clif Bar expands its presence in the growing caffeinated snack bar space, alongside brands like Verb, That’s It, Quantum and Aloha.
Scaling up under Mondelēz
The launch also marks a significant milestone since Clif was acquired by Mondelēz International in 2022. But Henault emphasized that the brand’s core values remain intact – only now with more resources to scale.
“It is a continuation of what was created by the founder of Clif and the teams prior to Mondelēz’s acquisition,” he said. “Our goal is to continue that legacy of authentic, functional snacking and expand it, leveraging our R&D and distribution capabilities so we can expand the reach of the brand.”
Part of that effort includes the rollout of Clif’s new brand platform, “Raise Your Bar,” which is being activated through sponsorships like the Boston Marathon and Strava, as well as a new campaign spanning digital, social and streaming.
“We have done a lot of work understanding what was important to our heavy and core consumers,” said Henault. “And what we know is that a lot of satisfaction comes from pushing yourself. So ‘Raise Your Bar’ is about celebrating people’s personal journey – going a little bit further to reach that feeling we all know from physical activity.”
Exploring new functionalities and ingredients
Looking ahead, Clif is continuing to explore new formulations that combine its signature sustained energy claim with targeted nutritional benefits – including growing interest in protein, fiber and more ingredient-driven crossovers.
“We are definitely listening very closely to what consumers are looking for,” said Henault. “Protein and fiber are top of mind, and there are definitely things we are exploring – always making sure we tie it back to our promise of sustained energy. We aim to be the champion of energy, and that is what we were created for.”
Thomsen added: “We are looking at the nutrition science, consumption habits and needs of our target consumers,” to drive innovation.
