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 could be able to register to host the festival in their city, with LUNA providing the films and materials which would be needed.[13] Through the events, hosting organizations would raise funds for The Breast Cancer Fund and other chosen causes, with 15% of LUNAFEST proceeds sent to the Breast Cancer Fund and the remaining 85% of funds to a nonprofit organization, which would be 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 BarTwo LUNA Bars: Lemon Zest (left) and Nutz Over Chocolate (right)Luna Protein Mint Chocolate Chip bar
