Company History
A baker and former mountain guide, Erickson got the idea for his product in 1990 on a day-long, 175 mile bike ride, for which he packed a variety of energy bars. Two years later after experimenting in his mother's kitchen, he settled on a recipe for what would become the CLIF Bar. Erickson tried several names — including Forza, Torque, and Gary's Bar — before settling on CLIF Bar, named after his father Clifford. The packaging image of a rock climber was first drawn by Doug Gilmore on a napkin over dinner in San Francisco. At a September 1991 bike show, Erickson debuted three flavors: double chocolate, apricot, and date oatmeal. In its first year, sales of CLIF Bar exceeded $700,000, fueled primarily by strong sales in bike shops and the growth of the healthy and natural foods movement. Sales doubled each year, and by 1997, revenue surpassed $20 million. In 1997, the company name was changed from Kali's SportNaturals to Clif Bar & Company. In 2010 the company moved into a new headquarters in the EmergyTech Building in Emeryville, California. Designed by ZGF Architects LLP, the former manufacturing plant earned Leadership in Energy and Environmental Design (LEED) Platinum status. The building was re-purposed and sustainably-designed with photovoltaic panels, solar thermal panels, reclaimed wood, plants and other biophilic features.
In March 1999, Clif Bar introduced LUNA Bar, which was specifically marketed towards women. In April 2000, Erickson turned down a $120 million offer from Quaker Oats to buy the company.
Clif Bar & Company was ranked the No. 1 brand in the Forbes "Breakaway Brands" survey, conducted by Landor Associates using Young & Rubicam’s BrandAsset Valuator database measuring brand momentum from 2006 to 2009.
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