LUNA
Product typeEnergy bars
OwnerClif Bar & Company
CountryUnited States
Introduced1999 (1999)
Websitewww.clifbar.com/luna

LUNA Bars is a brand of nutrition bars created by Clif Bar & Company in 1999. The initial product introduced was one of the first energy bars primarily targeted at women.[1][2] Over time, the brand has expanded to encompass a range of drinks,[3] protein bars,[4] and the philanthropic initiative known as LUNAFEST, a women's film festival.[5][6]

History

LUNA Bars were developed in 1999 by a female employee of Clif Bar & Company.[7][8] These bars were designed to contain under 200 calories, with a focus on appealing to a female audience.[9]

On June 20, 2022, Mondelēz International, Inc. announced an agreement to acquire Clif Bar & Company for $2.9 billion.

Community Outreach

LUNA Bars claims that it contributes 1% of its product sales revenue to various charitable organizations that support environmental, social, and cultural causes. The primary beneficiary is The Breast Cancer Fund.[10][11]

LUNAFEST

In 2000, LUNA introduced LUNAFEST, a philanthropic traveling film festival featuring films created and directed by women.[12] Interested individuals and organizations are able to register to host a LUNAFEST in their city, with LUNA providing the films and materials needed.[13] Through these events, hosting organizations can raise funds for The Breast Cancer Fund and other chosen causes, with 15% of LUNAFEST proceeds supporting the Breast Cancer Fund and the remaining 85% of funds supporting a nonprofit organization chosen by the host.[13][14] Since 2000, LUNAFEST has raised over $456,000 for The Breast Cancer Fund and $785,000 for other organizations.[15] The LUNAFEST program will be on hiatus for the remainder of 2023 and the full year of 2024.[7]

Team LUNA Chix

In 2001, Clif Bar co-owners and co-CEOs Gary Erickson and Kit Crawford launched LUNA Pro Team, a women’s professional mountain biking team.[16] In 2002, they expanded the initiative to include Team LUNA Chix, a network of women's teams across the United States that focus on various sports, fitness activities, and raising money for The Breast Cancer Fund.[16] While initially centered only on mountain biking, the team currently encompasses running, triathlon, and cycling. There are more than twenty-six LUNA Chix teams located in over twenty-one cities, with a total of two-hundred sixty members.[17] They were featured in Fitness magazine as one of fifteen organizations promoting Breast Cancer awareness.[18]

Bar varieties

A chocolate-dipped coconut LUNA Bar
Two LUNA Bars: Lemon Zest (left) and Nutz Over Chocolate (right)
Luna Protein Mint Chocolate Chip bar

Incomplete list of Luna Bar types:[19]

  • Blueberry Bliss
  • Caramel Nut Brownie
  • Carrot Cake
  • Chocolate Chunk
  • Chocolate Cupcake
  • Chocolate Dipped Coconut
  • Chocolate Peppermint Stick
  • Chocolate Raspberry
  • Cookie Dough
  • Cookies ‘n Cream Delight
  • Honey Salted Peanut
  • Iced Oatmeal Raisin
  • Lemon Zest
  • Luna Fiber Chocolate Raspberry
  • Luna Fiber Peanut Butter Strawberry
  • Luna Fiber Vanilla Blueberry
  • Luna Protein Chocolate
  • Luna Protein Chocolate Cherry Almond
  • Luna Protein Chocolate Chip Cookie Dough
  • Luna Protein Chocolate Coconut Almond
  • Luna Protein Chocolate Peanut Butter
  • Luna Protein Cookie Dough
  • Luna Protein Lemon Vanilla
  • Luna Protein Mint Chocolate Chip
  • Mash-Ups LemonZest + Blueberry
  • Mash-Ups LemonZest + Coconut
  • Mash-Ups LemonZest + Raspberry
  • Mint Chocolate Chip
  • Nutz Over Chocolate
  • Peanut Butter Cookie
  • Peanut Honey Pretzel
  • Salted Caramel Nut (Gluten Free)
  • Toasted Nuts 'n Cranberry
  • Vanilla Almond
  • White Chocolate Macadamia

See also

References

  1. ↑ William H. Marquard, Bill Birchard, Wal-smart: what it really takes to profit in a Wal-mart world, McGraw-Hill Professional, 2007, pp 209-210.
  2. ↑ David A. Aaker, Brand Relevance: Making Competitors Irrelevant, John Wiley & Sons, 2011, p 247
  3. ↑ "I'll Have What She's Having". The New York Times. February 28, 2008. Retrieved April 22, 2017.
  4. ↑ "LUNA Protein | Luna Bar". www.lunabar.com. Archived from the original on 2012-10-01.
  5. ↑ Megan Eve Ryan, "Liking Lunafest", Ann Arbor Chronicle, March 25, 2009. http://annarborchronicle.com/2009/03/25/column-liking-lunafest/
  6. ↑ Lauren Page, "LUNAFEST film festival coming to Columbia", The Missourian, March 27, 2012, http://www.columbiamissourian.com/stories/2012/03/27/lunafest-film-festival-coming-blue-note/
  7. 1 2 Our Story ‘’LUNA Bar Official Website’’.
  8. ↑ Sanders, Adrienne. New Move for ex-Clif Bar CEO San Francisco Business Times. September 28, 2007.
  9. ↑ "The Newest Craze--Bar None". LA Times. 2001-04-10. Retrieved 2020-10-20.
  10. ↑ "Food Facts". Clif Bar & Company. Archived from the original on 2014-05-06.
  11. ↑ Paquette, Fanny. The LUNA Summit Mountain Biking Magazine. June 2007.
  12. ↑ Ryan, Megan Eve. Column: Liking LUNAFest Ann Arbor Chronicle. March 25, 2009.
  13. 1 2 Green Eyes On: Luna Fest TreeHugger. September 15, 2008.
  14. ↑ Wierenga, Jeremiah Robert. Take Me to the Moon Boise Weekly. April 8, 2009.
  15. ↑ Causes LUNAFest Official Website.
  16. 1 2 LUNA Chix: Our Story LUNA Chix Official Website.
  17. ↑ Get Outside and Play with Team Luna Chix FitSugar. April 14, 2009.
  18. ↑ Jhung, Lisa Fit for a Cause: Real Women Who Are Changing the World Fitness Magazine.
  19. ↑ "LUNA".
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