En­ergy bars with taste

Runner's World (UK) - - Gear -

Many brands are born out of some­one’s dis­af­fec­tion with what’s on the mar­ket and the idea they can do bet­ter. Such was the case with Clifbar. Founder Gary Erick­son, a baker and cy­clist, felt he could pro­duce health­ier and tastier bars than those on of­fer. He asked his first em­ployee – his mum – to help him knock up a first batch in the kitchen of his Cal­i­for­nia home. The com­pany (named af­ter his fa­ther, Clif­ford) was launched in 1992 and to­day Clif­bars are among the best­selling en­ergy bars in the US.

The com­pany’s growth in the past six years has been par­tic­u­larly strong, in sync with the greater de­mand for more nat­u­ral prod­ucts – Clifbar’s strong USP is that it uses only or­ganic, sus­tain­able ingredients in its bars – which has seen it break out from the niche worlds of climb­ing, hik­ing and trail run­ning into the main­stream. Staff are given the chance to do a min­i­mum of 20 hours of paid com­mu­nity work per year (of­ten linked to green causes) and Clifbar also runs a foun­da­tion that sup­ports small-tomedium-sized busi­nesses work­ing in the fields of sus­tain­abil­ity and the en­vi­ron­ment.

Clifbar prod­ucts have been avail­able in the UK for a few years but the com­pany is now mak­ing a big push here, so get­ting your hands on one of its cool-mint choco­late bars (an RW of­fice favourite) will be a lot eas­ier.

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