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A business transformation consultancy.
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Clif Bar’s original 20-something fans were becoming parents and the Clif team saw a natural opportunity to develop a new line of products for their kids. BILD partners were asked to step in and help the Clif team build a deeper level of knowledge around this new audience, frame potential opportunity spaces and define a new brand and product line to launch into this new market.
client
Clif
industry
Food & Beverage
services
Product Line Development, Brand Positioning, Growth Strategy.
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We started by going in-home with moms and kids to understand what they look for when snacking and how their relationship with food functions. We wanted to know what kids love, what they hate, and what they dream about. Through that process, we identified key insights that we took into a series of collaborative workshops to develop an initial brand framework, including product naming and package design under the Clif Kid brand umbrella. Today, the resulting natural bars, fruit snacks and juices represent a sizable and growing part of Clif Bar’s business.
