New Clif Bar CEO Pursues Ambitious Transformation Plan

February 23, 2021: 12:00 AM EST

The new CEO of the Emeryville, Calif.-based snack company is leading a corporate transformation whose ambitious goal is to double its business to $2 billion and double its positive impact on the world. Key moves in Sally Grimes’ transformation plan include: implementing a new structure that will be faster at meeting the needs of consumers and appeal to a broader shopper base; adopting a balanced marketing mix to build brand awareness beyond the core customers of athletes and weekend warriors; bringing in new talent and adding jobs focused on advanced analytics, technology, agile innovation, design thinking, and revenue growth management; and eliminate approximately 125 positions across the company. Regarding innovation, recent new product introductions include Clif Thins made from organic rolled oats that come two to a pack and weigh in at only 100 calories with five grams of sugar; and the launch of a new of Pop’n Crunch clusters that contain nutrient dense ingredients such as seeds and nuts.

Elizabeth Crawford, "Clif Bar adopts ambitious ‘transformation’ to expand portfolio, consumer-reach & sustainability", FoodNavigator-USA.com, February 23, 2021, © William Reed Business Media Ltd

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