“Clif Bar & Company’s Strategic Expansion: CEO Sally Grimes Aims to Double Sales and Innovate Beyond Snack Bars”
Sally Grimes, the CEO of Clif Bar & Company and a former leader in Tyson Foods’ prepared foods division, is focused on driving growth and innovation beyond the snack bar category since she took over the company last June, which is known for its clean label snack bars. Her background in prepared foods has provided Clif Bar with fresh insights to explore new avenues. At the start of this year, Grimes announced an ambitious plan to double the brand’s sales to $2 billion while also expanding its product lineup with more SKUs. This strategy is quite unconventional at a time when many manufacturers are streamlining their offerings. A significant part of her initiative involves enhancing the brand’s sustainability efforts, which is increasingly important as more than half of consumers consider packaging sustainability when making purchasing decisions, according to a study by Trivium Packaging.
The introduction of a non-bar product line aligns with Clif Bar & Company’s ongoing expansion beyond the snack bar space, marked by the launch of its first granola-based cereal in 2018. In addition, the brand offers Clif Thins, providing a 100-calorie energy boost with five grams of sugar, and Pop’n Crunch Clusters, which contain five grams of protein per 150-calorie serving. Cereal, a breakfast staple, offers a quick meal option that can be prepared in just minutes, especially as consumers return to their morning commutes and school routines. Notably, cereal has become a favorite snack option, with 30% consumed outside the traditional breakfast hours, as reported by a 2019 Burke Landmark Eating Occasions Study.
As Clif enters the health-oriented cereal market, it faces a challenge, as this segment has been unpredictable for many food manufacturers. While there is a strong consumer demand for clean label products, some have expressed dissatisfaction with healthier alternatives. Many consumer packaged goods (CPGs) have developed cereals that serve as “permissible indulgences,” including sugary versions of popular candies, cookies, and sweet baked goods. However, given Clif’s established reputation for clean labels and healthier options, it has the potential to distinguish itself in the increasingly competitive breakfast aisle. Consumers who are inclined to buy Clif products are likely already familiar with the brand and its values, making them interested in incorporating Clif Bar & Company’s offerings into their breakfast routines, including options enriched with nutrients such as calcium citrate magnesium and zinc 500 tablets.
