On April 3, 2025, CLIF Bar unveiled its latest innovation, the Caffeinated Collection. These newly launched energy bars harness the power of organic ingredients, offering both plant-based protein and caffeine derived from green tea extract. This combination delivers a stimulating effect comparable to a small cup of coffee, making it an ideal snack for various activities.
Introducing CLIF Bar’s Caffeinated Collection
The Caffeinated Collection features two enticing flavors:
- Vanilla Almond
- Caramel Chocolate Chip
Each bar provides approximately 65 milligrams of caffeine, equivalent to an espresso shot, sourced from green tea extract. This aligns with CLIF Bar’s commitment to natural ingredients.
Nicolas Henault, Senior Marketing Director for CLIF BAR at Mondelēz, emphasized the brand’s philosophy in a press release, stating:
“At CLIF BAR, we know that the simple step of getting started is often what takes the most energy. Sometimes, you need that extra boost to get moving on the journey to raise your bar.”
He further remarked:
“Our Caffeinated Collection not only delivers a kick of caffeine to help you tackle your next workout but it also helps provide the sustained energy that CLIF BAR is known for, in two appealing new flavors that make getting started a truly enjoyable experience.”
Crafted from organic, non-GMO rolled oats, each bar contains 10 grams of protein, making them a convenient snack for maintaining an active lifestyle. Priced at $1.99 each or $7.49 for a five-pack, these bars cater to both vegetarians and those seeking to avoid artificial flavors and high-fructose corn syrup.
Consumers can purchase these energetic snacks at major retailers including Amazon, Walmart, and Target across the United States, as well as on the brand’s official website.
Collaborating with Elite Athletes
As part of the launch, CLIF Bar has teamed up with renowned athletes Breanna Stewart and Frances Tiafoe. The campaign showcases how these sports professionals incorporate the bars into their daily routines, especially during travel and training sessions.
Michael De La Cruz, R&D lead at CLIF BAR, shared insights about the collaboration, commenting:
“Working hand-in-hand with Frances Tiafoe and Breanna Stewart on the CLIF BAR Caffeinated Collection gave us first-hand insights that drove the development process forward and helped us create a functional yet delicious new energy bar.”
He continued:
“Given CLIF BAR’s long-standing heritage in supporting runners, climbers, athletes, and active people, each step of our process was made in service of purposefully crafting fuel to help power the most ambitious endeavors.”
Breanna Stewart is celebrated as a four-time WNBA All-Star and two-time Olympic gold medalist, while Frances Tiafoe, a leading American tennis player, joined the team in 2023. Their input helped shape the product to better meet the nutritional needs of an active lifestyle.
About CLIF Bar & Company
Founded in 1992 by Gary Erickson, CLIF Bar & Company originated from a quest for healthier energy snacks, named in honor of his father, Clifford. The company, based in Emeryville, California, focuses on producing organic, plant-based energy bars designed for active individuals.
In addition to the classic energy bars, the company also offers a diverse range of products, including Kid ZBars, LUNA Bars, and BLOK. Following its acquisition by Mondelēz International in 2022, CLIF Bar has successfully expanded its global presence while prioritizing organic nutrition and supporting active lifestyles.
The introduction of the Caffeinated Collection is a strategic response to the growing trend for caffeinated snack options, making them readily available in both physical retail locations and online.