Clif Bar

A baker and former mountain guide, Erickson had a self-described 'epiphany moment' for his product in 1990 on a day-long, 175-mile bike ride, for which he packed Powerbars, the only energy bars on the market at that time. Two years later, after experimenting in his mother's kitchen, he settled on a recipe for what would become the Clif Bar. Erickson tried several names and formulations—including Forza, Torque, and Gary's Bar—before settling on Clif Bar, named after his father Clifford. The packaging image of a rock climber was first drawn by Doug Gilmour on a napkin over dinner in San Francisco. At a September 1991 bike show, Erickson debuted three flavors: double chocolate, apricot, and date oatmeal.

In Clif Bar's first year, its revenues exceeded $700,000, fueled primarily by strong sales in bike shops and the growth of the health and natural foods movement. Sales doubled each year and, by 1997, revenue surpassed $20 million. In 1997, the company name was changed from Kali's SportNaturals to Clif Bar, Inc. In 2010, the company moved into a new headquarters in the EmeryTech Building in Emeryville, California. Designed by ZGF Architects LLP, the former manufacturing plant earned Leadership in Energy and Environmental Design (LEED) Platinum status. The building was repurposed and sustainably designed with photovoltaic panels, solar thermal panels, reclaimed wood, live plants, and other biophilic features.

In March 1999, Clif Bar introduced LUNA Bar, specifically marketed towards women. In April 2000 a $120 million offer from Quaker Oats to buy the company was turned down though it resulted in 50% co-owner Lisa Thomas leaving Clif Bar and Erickson buying out her share for $60 million.

Clif Bar & Company was ranked No. 1 in the Forbes "Breakaway Brands" survey, conducted by Landor Associates using Young & Rubicam's Brand Asset Valuator database measuring brand momentum from 2006 to 2009.

In June 2022, it was announced that the company would be bought by Mondelez International for $2.9 billion.

Other ventures

Erickson and Crawford founded the Clif Bar Family Foundation in 2006. Through 2012 it had committed $1 million to promote organic seed research and conserve crop genetic diversity.

Erickson and Crawford also own the Clif Family Winery & Farm in the Napa Valley, which had its first national release in 2008.

In addition to its signature original Clif Bar, the company produces a variety of energy bars tailored to women, children, and other markets, a sports drink, and fruit-based items such as fruit ropes. In 2014, the company unveiled four gel-like squeezable 'energy foods' that were expanded in early 2016 to encompass six flavors. All products use organic ingredients. Seventy percent of the company's purchased ingredients are certified organic.