Clif enters high-protein bar category with 20g protein launch

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The Clif brand is entering the high-protein snack bar category with the launch of its first-ever Clif High Protein Bar, combining 20g of protein with carbohydrates from ingredients including rolled oats to provide both protein and everyday energy.

Developed in response to growing consumer demand for protein-rich snacks, the new range is made with ingredients including rolled oats, nut butters, almonds, soy and whey protein. Each bar also contains 5g of fibre and contains no artificial sweeteners.

Joe Pellingra, senior director of the Clif and Luna brands at Mondelēz International, said: “Consumers are looking for protein-rich snacks to help fuel their busy lifestyles, and the Clif brand saw the opportunity to build on our energy bar portfolio with an innovation that offers a unique duality: 20 grams of protein with everyday energy."

The new Clif High Protein Bars will debut in two flavours: Peanut Butter Chocolate Chip and Cinnamon French Toast.

Peanut Butter Chocolate Chip combines sweet and savoury flavour notes, while Cinnamon French Toast takes inspiration from the classic breakfast dish and incorporates almonds and almond butter.

According to the company, the products were developed using consumer research and tested with consumers to refine their flavour profiles.

“Not only is this new bar innovation created from consumer research insights, but it was tested with consumers to ensure we achieved delicious flavour profiles,” Pellingra added.

The bars will be available at retailers across the US from August 2026, with a suggested retail price of $7.49 for a four-count box.