Dog on the Move

CLIF Bar Enters the Pet Market with CLIF PET

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CLIF Bar & Firm this week launched its latest product, CLIF PET canine treats, the model’s first line of snacks not made for people. The three flavors of CLIF PET Plant Based mostly Jerky canine treats might be present in Petco areas nationally, and on CLIF Bar’s web site.

The transfer into the multibillion-dollar pet market was first introduced in December 2021 and deliberate earlier than CLIF Bar & Firm’s buy by Mondelēz Worldwide that was introduced earlier this month, mentioned Greg Lok, CLIF Bar & Firm’s Head of Incubation.

CLIF PET is the primary product developed and delivered to market by Trailblazers Incubator, CLIF Bar’s in-house ventures group designed to shortly analysis and meet market calls for in a sustainable method. Lok serves as CEO of Trailblazers Incubator, and mentioned CLIF Bar wished to seize the rising North American pet market with its inaugural effort. Canine treats alone symbolize almost $6 billion of the $148 billion pet trade within the U.S.

Learn extra: Mondelez Worldwide Buys CLIF Bar & Firm for $2.9 Billion

“This was positively a strategic space we wished to maneuver into for a while,” Lok advised OBJ. “We’ve beforehand developed merchandise particularly for all family members, and together with the wellbeing of canine in our merchandise simply made sense. Our canine are our household, and we developed the CLIF PET line as a deal with we are able to be ok with giving them.”

CLIF PET is available in three recipes: Candy Potato & Blueberry, Pumpkin & Apple, and Butternut Squash & Cranberry. Every recipe has seven components, and protein comes from fruit and greens, Lok mentioned. Components embody flaxseed, pea protein, and apple juice focus, and there aren’t any fillers or components.

“I’d learn the packaging on some canine treats and there’s 20 components,” Lok mentioned. “We wished to simplify that into one thing quite a bit more healthy that canine will love. There’s a pondering that canine are carnivores, however they only need protein which CLIF PET has loads of although it’s plant primarily based.”

CLIF Bar & Firm has partnered with Petco to hold CLIF PET merchandise, which can be found in 5- and 12-ounce baggage and price $8.99 and $16.99, respectively. The treats are available in stick kind, and are comfortable sufficient to tear into smaller items. In an uncommon—and probably sensible—transfer, Petco will carry CLIF Bars for people in the identical show rack as CLIF PET treats. Lok mentioned the human CLIF Bars carried at Petco received’t comprise any chocolate, in case of shopper mixup about which bars are meant for which species (chocolate might be poisonous to canine).

Petco will promote CLIF Bars for people and canine in the identical show in shops.(Photograph: Courtesy)

“The concept is that it’s one-stop purchasing for you and your pet to your subsequent journey,” Lok says. “It additionally reminds people who their canine wants energy and diet after they’re out exercising identical to folks do.”

CLIF PET hopes to face out in a aggressive dog-treat market with its easy components and CLIF Bar’s fame amongst athletes and outside recreationists who regularly embody their canine in actions, Lok says.

“Individuals know the model and eat it themselves,” Lok says. “It’s cool that they will now share a snack they be ok with on the path with their pet companions.”

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