Wed, September 24 2008 - New CLIF SHOT ROKS™ Deliver Protein in Unique Form: 2-Grams of Protein per Bite Let Athletes Customize Sports Nutrition. Interbike Also Showcases CLIF SHOT® Brand Innovations in Packaging

BERKELEY, Calif., Sept. 24, 2008 – CLIF SHOT® is once again bringing breakthrough sports nutrition to performance athletes with the introduction of CLIF SHOT ROKS™, the first pop-and-go protein bites. About the size and shape of a grape, CLIF SHOT ROKS give athletes the easiest and most portable way to get exactly the amount of protein they need for muscle recovery after workouts or races.

Each CLIF SHOT ROKS contains 2 grams of lean, natural milk-based protein—high-quality, soluble and easily digested to help quickly repair and build muscles. With 10 CLIF SHOT ROKS per packet—for a total of 20 grams of protein—it’s easy for athletes to customize their protein intake.

“There’s no such thing as one-size-fits-all for athletes, especially when it comes to sports nutrition,” said Chris Randall, CLIF SHOT brand manager. “Every sport and every workout requires something different. The bite-size nature of CLIF SHOT ROKS enables athletes to consume the amount of protein they want when they want it, whether it’s for post-exercise recovery or just to get more protein day-to-day.”

CLIF SHOT ROKS offer the ultimate in sports nutrition convenience for summer and winter athletes of all types. They don’t melt, freeze or stick together, and there’s no messy powder to mix with liquid. A protective outer shell keeps CLIF SHOT ROKS from getting smashed in a gym bag or sticking to their packaging.

With their crunchy outer shell and a moist, chewy center, CLIF SHOT ROKS provide the healthy benefits of natural and organic ingredients, and low-fat protein in delicious Peanut Butter, Chocolate and Chocolate Chip Cookie Dough flavors. Each package of CLIF SHOTROKS has just 4.5 grams of fat and contains no trans fats.

CLIF SHOT ROKS debut today at Interbike, the largest bicycle trade show in North America (Clif Bar Booth #1953). The Las Vegas-based trade show runs through Sept. 26. CLIF SHOT ROKS are slated to reach sports retail store shelves in January 2009 (SRP: $2.49).

The CLIF SHOT brand also will showcase another recent innovation at Interbike:

About Clif Bar & Company (
Clif Bar & Company is a leading maker of all-natural and organic energy and nutrition foods and drinks, including the organic certified CLIF® BAR energy bar, delivering nutrition for sustained energy, and LUNA®, The Whole Nutrition Bar for Women®. Committed to sustainability, Clif Bar works diligently to reduce its footprint on the planet from the field to the final product.