Zbar Launches "Adventure Needs Fuel" Campaign to Support Kids' Active Lives, Power Outdoor Fun, and Unleash the Awesome in Every Kid

New brand platform focuses on sparking and sustaining outdoor adventure for active kids — fueled with delicious, quality ingredients

EMERYVILLE, Calif., Feb. 5, 2025 /PRNewswire/ -- Zbar today announced its new integrated marketing campaign, "Adventure Needs Fuel," to help energize busy young lives with quality ingredients like organic rolled oats. Perfectly sized for kids' little hands, Zbar's soft-baked energy snack bars and crispy Protein snack bars are designed to help power playtime adventures and provide delicious snack time fuel — with no high-fructose corn syrup.

"For kids, every day holds the opportunity for fun, new adventures — new experiences and encounters that expand their worlds and enrich their lives," said Valerie Van Arkel, Director of Marketing for Zbar at Mondelez International. "Zbar soft-baked energy snack bars are designed to provide kids with energy to help fuel their adventures and make the most of their daily explorations, like sports, after-school, and outdoor activities with the family. This new campaign will highlight the many ways adventure can be energized — and energizing."

The new "Adventure Needs Fuel" brand platform will focus on motivating families to spark and nurture an adventurous spirit that can enrich kids' daily lives, reveal the world's wonders, and shape a brighter future. It will come to life through an integrated multimedia campaign that will include inspirational creative content, family-focused experiences, event sponsorships, and other brand partnerships and activations. To support the campaign, Zbar will also debut bright and bold new graphics as part of a refreshed take on its product packaging.

The campaign will reinforce the core values reflected by the Zbar brand since its introduction in 2004. Zbar energy snack bars were the first USDA-certified organic product from CLIF Bar, underscoring the importance of organic ingredients. Available at retailers nationwide, they are designed with non-GMO ingredients that parents can feel good about. Zbar Protein snack bars also contain 5g of protein per bar, a good source of protein that parents – and kids – can depend on.

"We deeply understand that when kids are encouraged to be active and play outside, they need quality snacks that offer energy to discover and grow into their most awesome selves," noted Van Arkel. "With the 'Adventure Needs Fuel' campaign, our goal is to show how easy it can be to unleash the awesome in every kid!"

About CLIF BAR 

For more than 30 years, CLIF has crafted delicious foods made with 70%+ organic ingredients under its CLIF BAR, Zbar, and LUNA brands. In 2022, CLIF became part of the Mondelēz International, Inc. (Nasdaq: MDLZ) portfolio of brands empowering people to snack right in over 150 countries around the world. With 2023 net revenue of approximately $36 billion, Mondelēz is leading the future of snacking with other iconic global and local brands such as Oreo, Ritz, Belvita, Lu, and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor's 500, Nasdaq 100, and Dow Jones Sustainability Index. 

For more information about Zbar, please visit Clif | Mondelēz International, Inc. (mondelezinternational.com).

SOURCE Mondelēz International