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Clif Trademarks

The following list includes all pending trademark applications and active federal trademark registrations that are owned by Clif.

Please note: Gerben IP does not represent Clif. This page is provided for informational purposes and reflects information available in public USPTO records.

Updated:
February 14, 2024

In today’s health-conscious society, there are many types of protein and energy bars to choose from, but back in 1990, there was really only one option available. One day, after eating six of the same energy bars while on a 175-mile bike ride with a friend, Gary Erickson had had enough of the same unappealing, hard-to-stomach bars. It was that very moment, which he refers to as “The Epiphany”, that led to the creation and founding of the CLIF Bar and Company – a brand whose trademarks and products, such as the CLIF bar and Luna bar, are extremely popular today.

After that initial idea, Erickson went to see his mom, the best baker he knew. They spent a lot of time experimenting to find the perfect combination of energy-boosting, nutritious ingredients. Finally, in 1992, they were successful in making a bar they were happy with and Erickson named it the CLIF bar, after his father, Clifford.  He was the one who had encouraged Erickson to follow his dreams and had given him his love of outdoor adventure.

They launched the brand formally in 1992, the bars clad in their registered trademark wrap with bright red lettering and a mountain climber – originally drawn on a napkin by Doug Gilmour over dinner one night. They immediately were a hit with climbers and bikers, and were sold in bike and other sports shops as well as natural food stores. After making $700,000 the first year, sales picked up and the company expanded their market to grocery stores, convenience stores and other retail markets. Doubling their profits each year, they reached $20 million in sales in 1997. That same year, the company changed their name from Kali’s SportNaturals to Clif Bar, Inc.; making the registered trademark CLIF bar the focus of the brand.

During the late 1990’s, as the energy bar market expanded, many small companies were being bought out by large, multinational conglomerates. Gary Erickson and his wife, Kit Crawford, felt the pressure to sell. However, they turned down a $120 million offer from Quaker Oats in April of 2000 to keep the company private so they could focus on their unique business model: “Five Aspirations – Sustaining our Business, Brands, People, Community and the Planet.” Their vision has guided the company into being a very green-friendly brand, with an emphasis on organic ingredients. They also took measures to cut back on plastic use by eliminating shrink wrap – this saves 90,000 pounds of plastic annually and they also invested in wind energy to cut down their carbon footprint.  It is also a very employee focused organization, with perks such as allowances towards the purchase of commuter bikes, electric vehicles and eco-improvements to their homes, such as solar panels. In 2010, they instituted an employee stock option.

In 1999, the registered trademark Luna was created by the company’s female employees to be a brand that focused on women’s nutrition. Their products, Luna Bar and Luna Bar Protein, are also registered as trademarks. As part of the brand’s community focus, they donate a portion of profits to the Breast Cancer Foundation and are aiding in the nation fight for equal pay for women.

Another trademark brand is CLIF Kid – which focuses on delicious and healthy snacks for children, made with organic, non-GMO ingredients and without artificial flavors and corn syrup. Their registered trademark products are the CLIF Kid Z Bar, Z Bar Protein, Z Bar Filled and ZFruit.

Today, the CLIF bar brand has expanded to multiple products, all of which are registered as a trademark. They include the original bar as well as BUILDERS Protein, Nut Butter Bar, CLIF Whey Protein, CLIF Granola, BLOKS Energy Chews, as well as several others.

Please note: While we make every effort to ensure that the information provided is accurate and up-to-date, we cannot be held responsible for its accuracy or completeness. If you have any questions regarding a specific entity in Gerben's Trademark Library®, please contact us and we will work with you to provide the information you need.

CLIF BL1SS

Serial Number:
97569584
Registration Number:
Pending Application
Word Mark:
CLIF BL1SS
Goods and Services:

IC 029. US 046. G & S nut-based food bars; seed-based snack bars; ready-to-eat nut based snacks.

IC 030. US 046. G & S grain-based food bars; cereal based food bars; chocolate-based ready-to-eat food bars; ready-to eat grain based snacks.

Filling Date:
2022-08-29
Current Basis:
1B
Owner:
Clif Bar & Company
Attorney of Record:
ANTHONY J. MALUTTA
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE

CLIF FAMILY KITCHEN

Serial Number:
87168628
Registration Number:
5320654
Word Mark:
CLIF FAMILY KITCHEN
Goods and Services:

IC 029. US 046. G & S edible oils; fruit and vegetable preserves; wine vinegar; flavored nuts; roasted nuts. FIRST USE: 20150000. FIRST USE IN COMMERCE: 20150000.

IC 030. US 046. G & S chocolate and candy coated nuts being candy, spice blends and rubs; flavored balsamic vinegar, hot sauce. FIRST USE: 20150000. FIRST USE IN COMMERCE: 20150000.

Filling Date:
2016-09-12
Registration Date:
2017-10-31
Current Basis:
1A
Owner:
CLIF BAR & COMPANY
Attorney of Record:
ANTHONY J. MALUTTA
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE

FUEL FOR ADVENTURE

Serial Number:
79057985
Registration Number:
3778186
Word Mark:
FUEL FOR ADVENTURE
Goods and Services:

IC 030. US 046. G & S Cereal preparations, namely, [ cereal based snack foods, cereal based high energy snack foods, ] cereal based snack bars, [ cereal based high protein snack foods, ] cereal based high protein snack bars, cereal based high energy bars [, breakfast cereals; confectionery, namely, chocolate bars, glucose based snack foods in the nature of candy bars, glucose candy bars, high energy gels in the nature of candy, glucose gels in the nature of candy, pastilles, and frozen confectionery; coffee, tea, honey; cereal preparations, namely, corn based snack foods and rice based snack foods; cereal preparations, namely, prepared meals consisting primarily of processed cereals, rice, processed wholegrain, and muesli, and also containing fruit, nuts, chocolate, confectionery, sugar, bread, pastry, glucose, bran, wheatgerm, oats, spices and honey ].

Filling Date:
2008-07-08
Registration Date:
2010-04-20
Current Basis:
66A
Owner:
Clif Bar & Company
Attorney of Record:
Anthony J. Malutta
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE

GARY'S IMPROV

Serial Number:
78836079
Registration Number:
3283878
Word Mark:
GARY'S IMPROV
Goods and Services:

IC 033. US 047 049. G & S Wine. FIRST USE: 20061110. FIRST USE IN COMMERCE: 20061110.

Filling Date:
2006-03-13
Registration Date:
2007-08-21
Current Basis:
1A
Owner:
Clif Bar Family Winery and Farm, LLC
Attorney of Record:
Anthony J. Malutta
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE

KIT'S KILLER CAB

Serial Number:
78836057
Registration Number:
3283877
Word Mark:
KIT'S KILLER CAB
Goods and Services:

IC 033. US 047 049. G & S Wine. FIRST USE: 20061211. FIRST USE IN COMMERCE: 20061211.

Filling Date:
2006-03-13
Registration Date:
2007-08-21
Current Basis:
1A
Owner:
Clif Bar Family Winery and Farm, LLC
Attorney of Record:
Anthony J. Malutta
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE

CLIF BAR GREEN NOTES

Serial Number:
77287549
Registration Number:
3523359
Word Mark:
CLIF BAR GREEN NOTES
Goods and Services:

IC 035. US 100 101 102. G & S Promoting public awareness to entertainment groups and their fans of the need for making positive environmental changes. FIRST USE: 20070621. FIRST USE IN COMMERCE: 20070621.

IC 041. US 100 101 107. G & S [ Education, namely, training of entertainment groups to help them reduce the environmental impact of their entertainment services; training courses for entertainment groups in strategic planning relating to the promotion of positive environmental changes for their fans and distribution of downloadable course materials in connection therewith ]. FIRST USE: 20070621. FIRST USE IN COMMERCE: 20070621.

IC 042. US 100 101. G & S Consulting with entertainment groups to help them reduce the environmental impact of their entertainment services to protect the environment; providing a website with information on reducing the environmental impact in the entertainment industry and by music fans. FIRST USE: 20070620. FIRST USE IN COMMERCE: 20070620.

Filling Date:
2007-09-24
Registration Date:
2008-10-28
Current Basis:
1A
Owner:
CLIF BAR & COMPANY
Attorney of Record:
ANTHONY J. MALUTTA
Description of Mark:
(3) Illustration: Drawing or design which also includes word(s)/ letter(s)/number(s). The mark consists of the words "CLIF BAR GREEN NOTES" and a bird and musical notes and leaves design.
Type of Mark:
Service mark
Register:
Principal
Live or Dead:
ACTIVE

THE CLIMBER

Serial Number:
77059548
Registration Number:
3394044
Word Mark:
THE CLIMBER
Goods and Services:

IC 033. US 047 049. G & S Wine. FIRST USE: 20061110. FIRST USE IN COMMERCE: 20061110.

Filling Date:
2006-12-07
Registration Date:
2008-03-11
Current Basis:
1A
Owner:
Clif Bar Family Winery and Farm, LLC
Attorney of Record:
Anthony J. Malutta
Description of Mark:
(4) Standard character mark.
Type of Mark:
Trademark
Register:
Principal
Live or Dead:
ACTIVE
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