Clif Bar’s Trailblazer Incubator to debut Clif Pet
Clif Bar is working with its new in-house ventures group, Trailblazers Incubator, on a new product line that caters to canines.
Clif Pet is a line of plant-based pet snacks that will be available in three varieties upon launch in early 2022, the Emeryville, Calif.-based company said.
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“Just as Clif Bar was founded on disrupting the energy bar category nearly 30 years ago, the Trailblazers Incubator is built to consistently deliver our bold innovation agenda and accelerate our growth plan,” Rizal Hamdallah, chief innovation officer at Clif Bar said. “In addition to a rapid, data-driven product development and go-to-market strategy, what makes our approach different is extending the loyalty of the Clif brand. By introducing Clif Pet, we will bring energy to the whole family.”
The brand’s decision to enter the pet snacking category was built upon the increase in pet ownership and the demand for better options out there for pets, the company said.
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“With more than 11 million U.S. households bringing a pet home during the last 18 months of COVID, the category is exploding and ripe for new offerings,” Greg Lok, Trailblazers Incubator senior director said. “What makes this launch unique is the combination of speed and discipline to bring an innovative, relevant product to market during a global pandemic. We are truly blazing new trails by applying best practices from tech start-ups to our expertise in consumer insights and packaged goods — it’s a winning combination.”
Available recipes for Clif Pet are set to include plant-based jerky snacks in sweet potato and blueberry, pumpkin and apple, and butternut squash and cranberry recipes.