Mapping eating behaviors

Clif introduced its first breakout product in an era when energy bars were still a specialty product for athletes. They sought our help in understanding how to fit their products to a growing customer base looking for food options on-the-go.

We investigated a diverse set of consumers to find out how food fits into their busy lifestyles. We revisited them over the course of a year and, in partnership with a professional food lab, developed and tested prototypes with consumer input. By exploring complex food behaviors, we created a framework mapping food to eating occasions and health goals that Clif could use toward meaningful product development.

Our frameworks uncovered white space for five product platforms that actively address everyday performance, emerging trends, and changing attitudes around food and health.