KIND Snacks/YouTube KIND Snacks/Facebook

CLIF Bar and KIND Snacks are in a bizarre social media war

Here's what went down.


Stacey Ritzen

Internet Culture

Posted on Jun 16, 2019   Updated on May 20, 2021, 10:30 am CDT

CLIF Bar and KIND Snacks are in the middle of a brutal, months-long social media war. Granolas out and blazing.

In March, CLIF Bar issued a challenge for KIND Snacks to go “organic.”

“We believe that going organic is the key to creating a healthier, more just and sustainable food system,” CLIF Bar tweeted. “We also know that we can’t change it alone. So we’re challenging KIND Snacks to go organic. We’ll even help them by lending our expertise.”

The tweet was accompanied by an open invitation addressed to the KIND Snacks CEO, Daniel Lubetzky. The invitation also apparently ran as an advertisement in the New York Times.

Suffice to say, KIND did not appreciate the call out and tweeted back at CLIF to point out that the “organic brown rice syrup” the company uses is just a fancy name for “sugar.”

“Give us a call, you have our number and we’d be happy to meet,” KIND later added. “Bonus: It’s cheaper than a New York Times ad.”

And then, it was on like Donkey Kong.

CLIF later tweeted an update, pointing out that its rival had predictably neglected to take them up on such a generous offer.

From there, things were quiet for a couple of months until KIND fired shots in June through a YouTube advertisement. The video dragged CLIF’s use of brown rice syrup. Remember, the sugar?

All hell broke loose once KIND decided to share the video to its Facebook page. The ensuing melee was captured in screenshots by journalist John Colucci.

The month-long feud was still ongoing as of Saturday.

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In Body Image
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This is not a great look for either company, and it’s probably best they quell the quarrel. After all, there’s room for more than one healthy-adjacent protein bar in this world.


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*First Published: Jun 16, 2019, 2:55 pm CDT