Why did you change the packaging?

The original CLIF Nut Butter Filled Energy Bar and CLIF Fruit Smoothie Filled Energy Bar packaging was very similar to our CLIF BAR packaging, which we learned was confusing for some consumers and made it difficult to find specific flavors on store shelves. In addition, we wanted to highlight the unique and delicious nut butter filling, which was not obvious on the previous packaging, particularly for our Fruit Smoothie Filled bars, which also contained nut butter. We redesigned the CLIF Nut Butter Bar packaging to help differentiate these bars on the shelf and make it easier to choose the right one for you. For example, CLIF BAR gives you energy for those long, tough outings on the bike, trail or slopes, whereas CLIF Nut Butter Bar is the perfect choice when you need a satisfying snack to help curb your hunger and power you through a busy afternoon.

In addition, we also reduced the size of our wrappers by 12% while keeping the bars the exact same size. This small change will help eliminate at least 26,000 lbs of plastic per year.