Clif Bar

Discipline

Product Innovation

"Bulldog helped us identify where we could win and helped us position the new kids brand for success.”

NEIL GRIMMER, FORMER VP INNOVATION

EXTENDING A BRAND FOR MOMS AND KIDS
Challenge

Clif Bar’s original 20-something fans were becoming parents and the Clif team saw a natural opportunity to develop a new line of products for their children. They came to Bulldog Drummond to help build a deeper level of knowledge around this new audience, frame potential opportunity spaces and define a new brand and product line to launch into the market.

Result

We designed working groups with kids to understand what they love about snacking, what they hate and what they dreamed about. We went in-home with moms and their children to understand what they look for when snacking, and how their relationship with food functions. We identified key insights that we took into a series of collaborative workshops with the Clif team. We identified potential innovation spaces and developed an initial brand framework. We worked with their team through product naming and package design, and the result of the project was a fully realized line of products under the Clif Kids umbrella, including natural bars, fruit snacks and juices. Today, Clif Kids can be found across the country, in natural and mass retail, and represents a sizable and growing part of Clif Bar’s business.

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