Plant-based protein cereal

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

By Douglas Yu contact

- 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.

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