CLIF Bar

Clif Bar & Company crafts nutritious and organic food including CLIF BAR®, CLIF Kid® and LUNA® Bar. Family and employee-owned, the company is committed to sustaining its people, brands, business, community and the planet.

Objective

Clif Bar & Company wanted to gain insight into consumer perceptions of their new Fruit Smoothie Filled Bars during and after their presence at the 2018 Bolder Boulder 10k event.

Approach

Confidential Consumer executed a two-stage approach to gathering insights, deploying brand ambassadors to intercept consumers for in-person surveys at the event, as well as targeting all race participants post-event with an online survey.

Results

Consumers indicated a mixed response about the texture of the new product, along with limited post-sampling flavor recall, both of which drove Clif to directly reconsider formula, product description, and positioning relative to its other products.

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