Clif Bar
An American energy-food brand built around organic ingredients, endurance nutrition, and outdoor-sports culture.
Last updated September 23, 2026
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Overview
Clif Bar is an American energy-food brand whose flagship product is the CLIF BAR energy bar. The business was created by baker, cyclist, and former mountain guide Gary Erickson after an endurance bike ride in 1990 exposed the limitations of the energy bars then available. Working in his mother’s kitchen, Erickson developed a softer, food-based bar using ingredients associated with natural foods rather than a purely technical sports-nutrition formula. The product was named after his father, Clifford, and its early packaging used an illustration of a rock climber, helping establish the outdoor identity that remains central to the brand. The first bars were introduced to the cycling market in the early 1990s in flavors including chocolate, apricot, and date oatmeal. Sales initially came from bike shops and natural-food retailers, benefiting from growing consumer interest in healthier snacks and endurance sports. The company’s name changed from Kali’s SportNaturals to Clif Bar, Inc. in 1997. Its portfolio later expanded beyond the original bar into products for different nutritional needs and consumer groups, including CLIF BUILDERS protein bars, LUNA bars, CLIF Kid products, sports drinks, fruit-based snacks, and gel-like energy foods. The company has also operated or supported adjacent ventures and initiatives, including the Clif Bar Family Foundation and the Clif Family Winery & Farm. Clif Bar differentiated itself through a combination of organic sourcing, environmental programs, athlete sponsorship, and workplace culture. The company stated that its products used organic ingredients and reported that a substantial majority of purchased ingredients were certified organic. It eliminated shrink-wrap from packaging, invested in renewable-energy offsets, supported lower-emission employee commuting, and promoted walking, cycling, public transit, and home energy improvements. Its Emeryville headquarters, opened in 2010 in a repurposed former manufacturing facility, incorporated photovoltaic and solar-thermal systems, reclaimed materials, plants, and other sustainable-design features. Ownership and governance changed several times. In 2000, the company declined a reported $120 million acquisition offer from Quaker Oats; the episode was followed by Lisa Thomas’s departure as a co-owner and Erickson’s purchase of her interest. In 2010, an employee stock ownership plan transferred 20 percent of the company to employees while Erickson and Kit Crawford retained the remainder. Leadership in the 2010s included Kevin Cleary as chief executive and Rich Boragno as chief financial officer, with Erickson and Crawford serving in visionary leadership roles. After Cleary left in 2018, Erickson and Crawford resumed co-chief executive positions. In June 2022, Mondelez International announced an agreement to acquire Clif Bar & Company for approximately $2.9 billion. The transaction moved the formerly privately held business into the global snacking group while preserving Clif Bar as a distinct brand. Today, Clif Bar is positioned at the intersection of sports nutrition, better-for-you snacking, natural foods, and outdoor lifestyle marketing.
History
Gary Erickson’s concept for Clif Bar emerged during a 175-mile bicycle ride in 1990. The only widely available energy bar he had packed was PowerBar, and the experience prompted him to consider a product that would be more palatable and resemble real food. Erickson, who had worked as a baker and mountain guide, experimented in his mother’s kitchen for roughly two years. Early working names included Forza, Torque, and Gary’s Bar. He ultimately chose Clif Bar in honor of his father, Clifford. The climbing figure on the package was drawn by Doug Gilmour on a napkin during dinner in San Francisco. The product was presented at a bicycle show in September 1991 in three flavors: double chocolate, apricot, and date oatmeal. Commercial sales followed in 1992, with bike shops providing an important early distribution channel. The company benefited from the expansion of natural-food retailing and the increasing popularity of cycling, running, climbing, and other endurance activities. First-year revenue reportedly exceeded $700,000, and sales grew rapidly during the 1990s, surpassing $20 million by 1997. That year, the corporate name changed from Kali’s SportNaturals to Clif Bar, Inc. The company expanded its product architecture in 1999 with LUNA, a bar designed and marketed for women. In 2000, Quaker Oats reportedly offered $120 million to purchase the business. Erickson rejected the offer, but the negotiations preceded Lisa Thomas’s exit from the ownership group; Erickson subsequently bought her share. The business remained privately held and continued to build a portfolio spanning energy, protein, children’s nutrition, sports beverages, fruit snacks, and other portable foods. In 2006, Erickson and Kit Crawford established the Clif Bar Family Foundation, which supported projects including organic-seed research and crop genetic diversity. In 2007 and 2008, Clif Bar introduced employee incentives for biodiesel or hybrid vehicles, commuter bicycles, walking, cycling, public transportation, and household environmental improvements. The company also became involved in business climate advocacy through BICEP. Its environmental positioning included organic sourcing, renewable-energy investment, and the elimination of shrink-wrap packaging. A 20 percent employee stock ownership plan was introduced in 2010, while Erickson and Crawford retained the remaining ownership. The same year, the company moved into a sustainably renovated EmeryTech building in Emeryville. The facility incorporated solar systems, reclaimed wood, photovoltaic panels, live plants, and other features associated with green building. Clif Bar also promoted an unusually extensive workplace-wellness culture, including exercise facilities, climbing and yoga spaces, showers, counseling, and paid exercise time. Leadership changed in 2013 when Kevin Cleary became chief executive officer and Rich Boragno became chief financial officer. Erickson and Crawford were named co-chief visionary officers. Cleary departed in 2018, after which Erickson and Crawford resumed co-chief executive roles. In 2014, the company revised its athlete-sponsorship policy to exclude athletes principally recognized for especially hazardous activities such as free-solo climbing, BASE jumping, and highlining. The decision reflected an attempt to reconcile outdoor-sports marketing with concerns about preventable risk. Mondelez International announced in June 2022 that it would acquire Clif Bar & Company for approximately $2.9 billion. The transaction ended Clif Bar’s period as an independent private company and placed its brands within one of the world’s largest snack-food groups. Clif Bar continues to operate as a recognizable sports and natural-snacking brand under Mondelez ownership.
- 2022
Acquired by Mondelez International
[2]Mondelez announced an agreement to acquire Clif Bar & Company for approximately $2.9 billion.
- 2012
Cocoa sourcing commitment
[1]The company announced that CLIF BAR cocoa ingredients would be sourced from Rainforest Alliance Certified farms.
- 2010
Employee ownership and Emeryville headquarters
[1]A 20 percent employee stock ownership plan was introduced, and the company moved into a sustainably redesigned EmeryTech headquarters.
- 2006
Clif Bar Family Foundation established
[1]Gary Erickson and Kit Crawford founded a foundation supporting environmental and agricultural initiatives.
- 1999
LUNA introduced
[1]Clif Bar launched LUNA, a nutrition bar marketed toward women.
- 1997
Company renamed Clif Bar, Inc.
[1]The company changed its name from Kali’s SportNaturals to Clif Bar, Inc.; reported revenue exceeded $20 million.
- 1992
Clif Bar business launches
[1]Commercial development of the Clif Bar brand began, initially focused on cycling and natural-food channels.
- 1991
Early CLIF BAR prototypes presented
[1]Erickson presented early versions in double chocolate, apricot, and date oatmeal flavors at a bicycle show.
- 1990
Energy-bar concept develops during endurance ride
[1]Gary Erickson conceived a new energy-food concept after relying on existing energy bars during a 175-mile bicycle ride.
Products and positioning
Premium natural and sports-nutrition brand emphasizing organic ingredients, endurance performance, outdoor adventure, and environmental responsibility.
Energy bar · 1992
CLIF BAR
The flagship product is a soft, portable energy bar designed for endurance activity and active lifestyles. It helped define the brand’s identity through a combination of organic ingredients, carbohydrate-focused energy, numerous flavors, and packaging associated with climbing and outdoor adventure. The bar was initially developed for cyclists but became a broader sports and natural-snacking product.
Protein bar
CLIF BUILDERS
CLIF BUILDERS extends the brand into higher-protein sports nutrition. It is aimed at consumers seeking a convenient protein snack around exercise, recovery, or everyday active routines. The line complements the carbohydrate and endurance positioning of the original CLIF BAR.
Nutrition bar · 1999
LUNA
Introduced in 1999, LUNA was created as a nutrition-bar line specifically marketed toward women. It broadened Clif Bar’s audience beyond the male-coded endurance-sports market and became one of the company’s best-known adjacent brands.
Children’s snack and nutrition products
CLIF Kid
CLIF Kid products adapt the company’s portable-snack and sports-nutrition approach for children and families. The range has included kid-oriented bars and fruit-based products, extending the brand into school, family, and youth-activity occasions.
Energy gel and squeezable food · 2014
CLIF Energy Food
This product format consists of gel-like, squeezable energy foods intended for rapid consumption during endurance activities. The initial range was introduced in 2014 and expanded to additional flavors in 2016.
Sports beverage and fruit-based snack
Clif sports drinks and fruit snacks
Beyond bars, the company has produced sports beverages and fruit-based items such as fruit ropes. These products support the brand’s broader role as a provider of portable fuel and snacks for active consumers.
Marketing campaigns
- 2014Risk-aware athlete sponsorship policy
Global outdoor-sports sponsorship
Clif Bar changed its sponsorship approach so that it would not sponsor climbers primarily recognized for free-soloing, BASE jumping, or highlining.
Outcome. The policy generated discussion within the climbing community and aligned sponsorship with the company’s concern about extreme preventable risk.
- 2009BICEP climate advocacy
United States
Clif Bar joined Business for Innovative Climate and Energy Policy, a corporate coalition advocating progressive climate and energy legislation.
Outcome. The company continued public business-sector climate advocacy, including a joint 2015 pledge with coalition members.
- 2007Cool Commute
United States
The company offered employees financial incentives to use biodiesel vehicles or high-mileage hybrids, later adding support for bicycles, walking, and public transportation.
Outcome. The program became a prominent example of Clif Bar’s employee-centered environmental positioning.
- 2001Community volunteer program
United States
Clif Bar began formal community outreach by setting an employee volunteer target and later expanded participation through projects in locations including New Orleans, East Oakland, and the Hopi Reservation.
Outcome. Employee volunteering became a continuing part of the company’s social-impact culture.
Brand decisions
2022
Sell Clif Bar to Mondelez InternationalM&ABackground
Clif Bar had remained privately held while building a broad portfolio of sports and natural snacks.
Action taken
The owners agreed to sell Clif Bar & Company to Mondelez International.
Aftermath
Clif Bar became part of Mondelez’s global snacking portfolio while continuing as a distinct consumer brand.
Reported acquisition consideration. 2900000000 USD (2022)
2014
Revise extreme-athlete sponsorship policyStrategyBackground
The company reconsidered whether its marketing benefited from athletes engaging in activities with little or no margin for error.
Action taken
Clif Bar stopped sponsoring athletes primarily identified with free-solo climbing, BASE jumping, and highlining.
Aftermath
The decision linked brand safety, corporate values, and outdoor-sports sponsorship more explicitly.
2012
Commit to certified cocoa sourcingStrategyBackground
The company faced questions about child labor, forced labor, and traceability in cocoa supply chains.
Action taken
Clif Bar announced that 100 percent of cocoa ingredients for CLIF BAR would be sourced from Rainforest Alliance Certified farms.
Aftermath
The commitment reinforced the brand’s ethical-sourcing and sustainability positioning.
2010
Introduce employee stock ownershipStrategyBackground
The privately held company sought to extend ownership participation to its workforce while retaining founder control.
Action taken
Clif Bar created an employee stock ownership program representing 20 percent of the company.
Aftermath
Gary Erickson and Kit Crawford retained the other 80 percent until the Mondelez transaction.
2000
Reject the Quaker Oats acquisition offerM&ABackground
Quaker Oats reportedly offered $120 million for the privately held company as Clif Bar was expanding in natural foods and sports nutrition.
Action taken
Gary Erickson declined the acquisition. Following the episode, Lisa Thomas left the ownership group and Erickson bought her share for a reported $60 million.
Aftermath
Clif Bar remained independent for more than two decades before being acquired by Mondelez International.
Reported acquisition offer. 120000000 USD (2000)
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