Food - Drink
The Strange Reason Clif Is Changing Its Energy Bar Advertising
By CHRIS SANDS
National Advertising Division (NAD) of BBB Programs has recently recommended that Clif Bar and Company stop using the phrase "The Ultimate Energy Bar" with "an optimal blend of protein, fat, and carbs" in its advertising. According to a recent news release on PR Newswire, NAD made the recommendation based on a claim lodged by rival energy bar maker Kind LLC.
NAD believes that the phrase "The Ultimate Energy Bar” was hyperbolic and that the phrase "an optimal blend of protein, fat, and carbs" suggested a clear-cut superiority for the product. NAD also noted that Clif Bar and Company failed to display any information that actually supports either of the mentioned claims.
According to a report by Allied Market Research, the energy bar market share is expected to top one billion dollars by 2028. But based on this decision, it appears consumers will have to decide for themselves who has the best energy bar.