Clif Trademarks

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.