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.