Clif Bar breaks into new category—pet food

December 13, 2021

Among the several new product introductions Clif Bar made this year, its entrance into the pet category with Clif Pet seems to be the most ambitious—and unexpected.

The initial offering of three jerky snacks for dogs (set to launch in early 2022) is the first new product release from the company’s Trailblazers Incubator, and a reflection of the increased influence of the pet market through the pandemic (as many as 23 million American households acquired a pet since April 2020). According to Hamdallah, the incubator serves to help the company conceive and grow new product ideas from within, and eventually bring them to market. Outside Business Journal