Clif Bar joins human brands entering pet food market

In early 2022, energy bar brand Clif Bar plans to introduce a plant-based pet snack, called Clif Pet.

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The line between human and pet food continues to blur as human brands morph into dog, cat and other pet products.

In early 2022, energy bar brand Clif Bar plans to introduce a plant-based pet snack, called Clif Pet. The pet treat will start with three flavors of snacks for dogs with plans to build out the pet portfolio soon. The pet treat line will be the first venture by Clif’s in-house Trailblazers Incubator, which focuses on sustainable business. Clif Bar is based in Emeryville, California, USA.

“What makes this launch unique is the combination of speed and discipline to bring an innovative, relevant product to market during a global pandemic,” said Greg Lok, Trailblazers Incubator senior director, in a press release. “We are truly blazing new trails by applying best practices from tech start-ups to our expertise in consumer insights and packaged goods – it’s a winning combination.”

Human brands entering pet treat market

Clif Bar joins other human consumables companies moving into the pet food and treat space. 

Earlier this year, iconic superpremium ice cream brand Ben & Jerry’s introduced Doggie Delights ice cream for dogs. The ice cream for dogs comes in two flavors, Pontch’s Mix and Rosie’s Batch, sold as individual cups or four-packs. Pontch’s Mix is flavored with peanut butter and pretzel swirls. Pumpkin and mini-swirls flavor Rosie’s Batch. Retailers may stock Doggie Delights with Ben & Jerry’s regular selections or with other frozen pet treats.

Another premium human food, home-delivered meats from Omaha Steak also have a dog treat equivalent. Omaha Steaks Pet Steak Treats come in a 3 oz. package, and are cut from genuine round steak, dried and sprinkled with all-natural preservatives. Canine Cookies, in a 14 oz. package, are made with a combination of meat, peanut butter, cheddar cheese and more. 

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