Clif Bar

What Clif Bar does

Clif Bar & Company is a U.S.-based nutrition and snack-bar company founded in 1992 by Gary Erickson in Emeryville, California, and operating as a wholly-owned brand segment of Mondelez International (NASDAQ: MDLZ) since a 2018 acquisition valued at approximately $2.9 billion. The company produces a portfolio of energy bars, protein bars, energy chews, and snack bites organized under the master brand CLIF and its sub-brands CLIF BAR (organic oat-based energy bars), BUILDERS (20g plant-based protein recovery bars), BLOKS (bite-sized energy chews), LUNA (gluten-free bars positioned for women), and Zbar (organic snack bars for kids), plus newer formats including Energy Bites and Zbar Oat Bites.

Core technology centers on food formulation and processing for organic, non-GMO, plant-based nutrition products, with proprietary positioning in organic oats as a base ingredient and 20g plant-based protein formulations in the BUILDERS line. The company does not develop software, APIs, or AI/ML systems; technology investment is concentrated in product formulation, packaging formats (minis, bites, chews), and clean-label ingredient sourcing.

Revenue mechanics combine a direct-to-consumer e-commerce storefront (clifbar.com) with a subscription layer (15% savings, free shipping above $45) and broad retail distribution through major U.S. grocery chains (Albertsons, Meijer, Hy-Vee), Amazon, and Mondelez's global wholesale network. Pricing is unit-based, ranging roughly $0.85 to $2.62 per bar across the portfolio. Customer segments span endurance athletes and active consumers (primary), health-conscious adults, and parents seeking organic kids' snacks, with athlete partnerships (Sophia Wilson, Breanna Stewart, Daniel Romanchuk, Scott Jurek) and event sponsorships (BMW BERLIN-MARATHON 2026) reinforcing the athletic brand positioning.

Name

Clif Bar

Legal name

Clif Bar & Company

Website

https://clifbar.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Clif Bar & Company is a Mondelez-owned U.S. nutrition brand producing organic energy bars, plant-based protein bars, energy chews, and kids' snacks (CLIF, BUILDERS, LUNA, Zbar), sold via DTC e-commerce, Amazon, and major retailers to athletes, active consumers, and health-conscious families.

Ownership category

akta.pro rank

Product category

Nutritional Snack Bars

NAICS

Other Snack Food Manufacturing (311919), All Other Specialty Food Retailers (445298)

SIC

Bakery Products (2050)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Energy bars
• Protein bars
• Organic snacks
• Sports nutrition
• Kids snack bars

Headquarters

HQ city

Emeryville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: CLIF Bar operates its own e-commerce storefront selling products directly to consumers with subscription options offering 15% savings and free shipping on orders over $45.
2. Retail Distribution: CLIF Bar products are sold through major retail channels including grocery stores, convenience stores, Amazon, and mass merchandisers. Revenue generated through wholesale and distributor relationships.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Clif Bar manufactures and sells organic, non-GMO nutritional snack bars under multiple brands including CLIF BAR (oat-based energy bars), CLIF BUILDERS (high-protein bars with 20g plant-based protein), CLIF BLOKS (energy chews), LUNA (women's snack bars), and Zbar (kids' snack bars). The company distributes products both directly through its own e-commerce store with a subscription program (15% savings, free shipping over $45) and through major U.S. grocery retailers, convenience stores, mass merchandisers, and Amazon.

Product overview

Clif Bar is a snack bar company owned by Mondelēz International, offering a portfolio of energy bars, protein bars, and kids snacks. The core product lines include CLIF BAR (organic oat-based energy bars), CLIF BUILDERS (high-protein recovery bars with 20g plant-based protein), CLIF Nut Butter Bar (nut butter snack bars), CLIF BLOKS Energy Chews (bite-sized energy chews for athletes), and CLIF Energy Bites (new protein bite snacks). The LUNA brand offers gluten-free protein bars positioned for women, while Zbar and Zbar Protein serve the kids snack market with organic and protein-enhanced options respectively. Products are distributed through direct-to-consumer e-commerce, major retailers, and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• CLIF BAR: Core energy bar product line with multiple flavors including Chocolate Chip, Crunchy Peanut Butter, Blueberry Almond Crisp, and more.
• CLIF BUILDERS
• CLIF Nut Butter Bar
• CLIF BLOKS Energy Chews
• CLIF Energy Bites
• LUNA Bar
• Zbar
• Zbar Protein
• Zbar Oat Bites
• LUNA Berry Bars

Products and services

• CLIF BAR Flagship energy bar line made with organic, non-GMO oats providing sustained energy for active lifestyles; available in multiple flavors including Chocolate Chip, Crunchy Peanut Butter, Blueberry Almond Crisp, White Chocolate Macadamia Nut, and Chocolate Brownie.
• CLIF BUILDERS High-protein recovery bar line delivering 20 grams of plant-based protein per bar, formulated for post-workout recovery and muscle building. Includes OREO-flavored variants including the White Fudge OREO extension.
• CLIF Nut Butter Bar Nut butter-filled snack bars providing 5-7g of protein per bar (8-10% DV), available in Chocolate & Peanut Butter and Peanut Butter varieties.
• CLIF BLOKS Energy Chews Bite-sized, easy-to-chew energy chews formulated for endurance athletes, available in multiple flavors including caffeine options and varying sodium levels for performance nutrition.
• CLIF Energy Bites Bite-sized snacks delivering 6 grams of plant-based protein per pack, made with organic, non-GMO oats; available in Chocolate Chip, Chocolate Brownie, and Cookies & Creme flavors.
• LUNA Bar Gluten-free snack bars designed for women featuring non-GMO protein formulations, available in dessert-inspired flavors including LemonZest, Chocolate Cupcake, and Nutz Over Chocolate.
• LUNA Berry Bars Gluten-free, non-GMO berry-flavored snack bars under the LUNA brand in Mixed Berry and Strawberry Banana flavors, positioned for on-the-go nutrition.
• Zbar Organic, oat-based snack bars for active kids, including Toy Story licensed products and Bake Sale varieties in Chocolate Chip, Cinnamon Roll, and Cookies 'N Creme flavors.
• Zbar Protein Gluten-free crispy protein snack bars for kids delivering 10g of protein per serving, available in Chocolate Chip, Chocolate Mint, Cookies 'N Creme, and Strawberries 'N Creme flavors.
• Zbar Oat Bites Baked oat energy granola bites made with organic oats for active kids, available in Chocolate Chip and Iced Oatmeal Cookie flavors.
• BUILDERS Crispy Reduced sugar crispy protein bars under the BUILDERS line in Almond Salted Caramel and Peanut Butter Chocolate flavored varieties.
• Athlete Series Specialized performance products including Vanilla Almond with Caffeine bars and CLIF BLOKS Energy Chews formulated for serious athletes requiring performance nutrition.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• BMW BERLIN-MARATHON / SCC EventscoreGTM or Marketing Partner · 19 June 2026CLIF Bar is the official energy bar partner for the 2026 BMW BERLIN-MARATHON, an event expected to draw approximately 60,000 athletes from around 160 countries on September 27, 2026. The event recently achieved Gold Level sustainability certification under the World Athletics 'Athletics for a Better World' standard, aligning with CLIF's sustainability values.
• OREO (Mondelez/Nabisco)flagshipStrategic or Co-development Partner · 1 June 2026CLIF BUILDERS has partnered with OREO to launch the White Fudge OREO-flavored protein bar featuring 20 grams of plant-based protein. This extends the successful 2025 BUILDERS OREO-flavored launch and leverages the OREO brand's indulgent positioning to attract consumers seeking functional yet tasty protein options.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Quest Nutrition: Quest Nutrition is a leading direct competitor in the protein bar and snack space, offering high-protein, low-carb bars targeting fitness and health-conscious consumers. It competes head-to-head with CLIF BUILDERS in the protein bar segment and is consistently listed alongside CLIF Bar in analyst rankings of the global protein bar market.
• RXBAR: RXBAR is a direct competitor in the clean-label protein/energy bar category, emphasizing simple, whole-food ingredients. Acquired by Kellogg's (now Kellanova) for $600M in 2017, it competes with CLIF Bar in grocery and convenience channels and is consistently ranked alongside CLIF in protein bar market analyses.
• KIND Snacks: KIND Snacks is a direct competitor in the better-for-you snack bar category, focused on whole nuts and natural ingredients. Owned by Mars, KIND competes with CLIF Bar across grocery and mass channels and is consistently identified as a leading player in the same analyst rankings as CLIF.
• LÄRABAR: LÄRABAR is a direct competitor in the natural, whole-food bar category owned by General Mills. Its minimalist ingredient positioning (dates, nuts, fruits) overlaps with CLIF Bar's organic, clean-label ethos and competes for the same health-conscious consumer segment in retail.
• PowerBar: PowerBar is a direct competitor in the energy and sports nutrition bar category, currently owned by Hormel Foods. It competes with CLIF Bar in the endurance and performance nutrition segment and is frequently cited alongside CLIF in protein/energy bar market reports.
• ONE Bar (1UP Brands): ONE Bar is a direct competitor in the high-protein snack bar category, known for low-sugar, high-protein formulations. It competes directly with CLIF BUILDERS for the same fitness-oriented consumer demographic and is listed as a key player in the global protein bar market.
• Grenade: Grenade is a direct competitor in the protein bar category, also now owned by Mondelez International as part of the broader bar business acquisition strategy. It competes with CLIF BUILDERS in the high-protein performance segment and provides a sibling-brand comparison point for Mondelez portfolio strategy.

Broad incumbents

• Nature Valley: Nature Valley is a broader incumbent in the granola/snack bar category owned by General Mills, with strong distribution across U.S. grocery and mass channels. While positioned as a mass-market granola bar, its Protein line directly overlaps with CLIF's BUILDERS, and it is consistently cited as a leading competitor.

Emerging players

• GoMacro: GoMacro is an emerging organic, plant-based protein bar brand focused on the clean-label, vegan consumer segment. Its organic, non-GMO positioning directly overlaps with CLIF Bar's core values and targets a similar health-conscious demographic.
• Built Bar: Built Bar is an emerging direct-to-consumer protein bar brand focused on low-sugar, high-protein, low-calorie formulations. It competes with CLIF BUILDERS for the same performance-oriented consumer, particularly through online and Amazon channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/clifbar
• Facebookfacebook.com/clifbar

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clif Bar