Straddling two multi-billion categories – yogurt and bars – Clio Snacks has forged its spot in the snacking set with a fresh, better-for-you option that can also effectively satisfy consumer cravings, explained Moore.
“We're living in a world where we're told that in a sense, we can't lean into our cravings. Somewhere along the way, we were taught that the things we really want and things we crave, we should feel guilty about,” Moore told FoodNavigator-USA.
“Clio taps into this because it's this ridiculously indulgent, crazy delicious dessert experience, but it has the nutritional profile of yogurt. So that’s why I think consumers have this feverish love for the brand.”
Clio first came to market with its line of single-serve chocolate-dipped Greek yogurt bars and has expanded its portfolio to include keto-friendly options with 1g of sugar per bar.
A hand-held indulgent parfait experience
The introduction of the Granola & Yogurt Parfait line takes that satiation and craveability a step further with an indulgent multi-textural experience, Moore added.
Clio Yogurt & Granola parfait bars have the brand’s signature creamy, cheese-cake like yogurt (Greek yogurt with the water strained out) which sits on top a layer of crunch granola, and dipped in a chocolate or yogurt coating. Each bar is 220 calories and contains 10g of protein.
Depending on the retailer (sold at Albertsons, Walmart, Whole Foods, and other retailers) Clio bars sit next to yogurt in the refrigerated set or are placed in a dedicated refrigerated snacking section, said Moore.
“That's what's been valuable to the retailer as well, because in both sets we’re highly incremental, and we're bringing in a consumer that's looking for this indulgent offering in both sets,” said Moore, who said that the brand’s velocities are over 150% and that it continues to register triple-digit sale growth year-over-year.
The parfait line will be officially launching on Clio’s site this week, and is available at Whole Foods stores nationwide (SRP $2.49).
Shifting definition of convenience
Already a strong trend leading up to the pandemic, snacking hit a fever pitch in 2020 with 25% of consumers reporting that they were snacking more frequently (up to 5 times per day) and 66% reported they were doing so for enjoyment (the top reason behind ‘satisfy hunger’, according to IRI’s 2021 State of Snacking webinar).
“We've really been able to lean into this increase in snacking plus this desire to treat yourself with Clio, which is the perfect spot where Clio lives,” said Moore.
And while some categories such as nutritional bars took a hit during the pandemic due to less on-the-go behavior, the importance of snacking was front and center with convenience still playing a prominent, yet slightly different role, in consumers’ lives, noted Moore.
“I think there's still such a desire for ease and convenience. It doesn't have to be tied to us even being in a highly-mobile environment,” said Moore, who said convenience is just as relevant to those rolling out of bed and walking a few steps to their computer to get on a Zoom call.
That new sense of convenience is exemplified in the brand’s parfait line, which is essentially a hand-held parfait snack, and a breath fresh new innovation for retailers’ bar set.
“I think the bar category will continue to grow if innovation is injected into it,” noted Moore.
‘Consumers evangelize this brand’
And while still a relatively new brand tasked with not only competing against major CPG players but also the added pressure of leading the burgeoning category of fresh snacking, Moore said the traction the brand has received thus far has been incredibly strong.
“What we've seen is that consumers evangelize this brand. They share it with their friends, their family, their neighbors… we are trying to tap into that love and that kind of viral evangelistic response that consumers have for the product,” said Moore.
In terms of the type of audience Clio has attracted, Moore said it’s rapidly expanding beyond its core base of women aged 25 to 44, and that the products are appealing to male consumers.
“When we think about all of our marketing tactics, whether it be influencer, digital marketing, digital couponing, etc. all of our tactics are ultimately to drive to that trial,” said Moore. “We believe we're going to be in a position to welcome so many users to this brand in 2021.”
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What’s next for the bar category? Hear how leading brands (including Clio Snacks) are finding growth in an increasingly competitive market.
