Plant-based protein cereal

Clif Bar launches granola made with plant-based protein to capture cereal market

By Douglas Yu

- Last updated on GMT

Pic: Clif Bar
Pic: Clif Bar
Clif Bar has launched its first line of energy granola products in a move to eventually capture leader position in the cereal category.

According to Elliot Freeman , brand manager at Clif Bar, premium granola is the “shining star” of the cereal aisle in the US, eclipsing the ready-to-eat cereal category that has been declining by 3% in sales annually for the past three years.

Premium granola has experienced an average of 10% annual growth rate over the same period.

“Consumers see granola as more versatile than traditional cereal – using it for snacking, mixing it with yogurt or as dessert,” ​said Freeman, noting the granola category has not seen a leader emerge with a winning proposition.

Currently, the top six brands deliver around 70% of the total category sales, he added. “Clif energy granola has the opportunity to lead.”

High in protein and whole grains

Clif’s new granola line, which contains 8g of plant-based protein and 27g of whole grains per 10-ounce serving, is available in four flavors: cocoa almond, white chocolate and macadamia nut, cinnamon almond and blueberry crisp.

Each retails for $5.49, sold across the US.

Dan Hickle, VP of brand marketing at Clif Bar, noted the granola is also gluten-free and certified organic, and it is primarily aimed at athletes and active consumers.

Related news

Show more

Related products

show more

Plant-based prowess

Plant-based prowess

Content provided by ADM: Innovation that Feeds the Future | 18-Oct-2023 | Case Study

Today, a unique challenge faces food producers. As plant-based awareness grows, consumers are becoming more conscientious of what they eat and how it fuels...

Tomorrow’s bakery shortenings. Today.

Tomorrow’s bakery shortenings. Today.

Content provided by Cargill Oils | 10-Oct-2023 | White Paper

“The Next Generation of Bakery Shortenings” addresses the challenges of today’s functional issues and consumer taste preferences. To say bakery fats are...

Dairy proteins now available from Univar Solutions

Dairy proteins now available from Univar Solutions

Content provided by Univar Solutions | 20-Sep-2023 | White Paper

Foodology by Univar Solutions proudly partners with Leprino Nutrition as their North American distributor of nutritional ingredients and dairy products.

Related suppliers

Follow us


View more