An Historic First for the Category: LUNA Becomes Best-Selling Energy/Nutrition Bar in Grocery Stores; Small Company's Brand Bumps Perennial Leader Made by Multinational Giant.

Business Editors/Food Writers

BERKELEY, Calif.--(BUSINESS WIRE)--Nov. 29, 2001

LUNA(TM), the whole nutrition bar for women(TM), is now the top-selling brand in the energy/nutrition bar category in grocery stores, marking what is believed to be the first time a brand other than PowerBar has topped energy/nutrition bar sales in the grocery channel.

LUNA's unprecedented ascent to the top spot resembles a David vs. Goliath success story: LUNA is made by Clif Bar Inc., a small, private food company. PowerBar is made by Nestle, the world's largest food company.

Despite the turbulent economy, LUNA's market share in grocery stores climbed to 11.6 percent of energy/nutrition bar sales for the 12-week period ended Oct. 20, 2001, according to the latest industry report from AC Nielsen. PowerBar's market share declined to 11.3 percent during the same period.

LUNA's three best-selling flavors helped propel the brand into its leadership position in grocery during the 12-week period, with each flavor posting sales growth in excess of 25 percent, AC Nielsen reported. In addition, LUNA continues to be the best-selling bar in natural food stores, a position it has held for about 1.5 years, according to industry data from SPINS Inc.

"This marks the first time since we've studied the energy and nutrition bar category that a brand besides PowerBar holds the top spot in grocery," said Gary Erickson, owner and CEO of Clif Bar Inc. "We didn't focus on becoming 'number one,' but it's a testament to the strength of the LUNA brand, which since its introduction in mid-1999 has so quickly become the favorite of women across the country."

Erickson attributed LUNA's success in part to being the first bar on the market to focus specifically on women's nutritional needs, including soy protein, calcium and folic acid. Inspired by the women of Clif Bar Inc. with consumer input, LUNA also broke new ground by being an indulgently delicious, yet nutritious bar with just 170 to 180 calories.

"As a privately held company that isn't focused on shareholders or quarterly earnings, we can concentrate more on listening to our consumers, responding quickly to their needs, taking risks and embracing change," Erickson said. "That's often very difficult for publicly-held companies to do."

Available in 10 great flavors, LUNA bars are made with high-quality, all-natural ingredients that address women's nutritional needs. In addition to soy protein, calcium, and folic acid, the bars contain iron, zinc and antioxidants--23 vitamins, minerals and other nutrients in all. LUNA has a suggested retail price of $1.49 to $1.79.

LUNA actively supports The Breast Cancer Fund, donating thousands of dollars in cash, product and in-kind services annually to the San Francisco-based non-profit whose mission is to end breast cancer and the preventable causes of the disease, particularly those in the environment.

Based in Berkeley, Calif., Clif Bar is a leading maker of great-tasting, all-natural energy and nutrition foods. The company's products include the Clif Bar(R) energy bar providing nutrition for sustained energy, LUNA(TM) and Clif SHOT(TM), the natural energy gel(TM) for endurance activities. Clif Bar Inc. strives to operate a socially responsible business by partnering with numerous charities and non-profit organizations.