Parents Weigh In: Kids Need Time Outside and Nutritious Snacks to Fuel Imaginative Play

Clif Kid Introduces “Field Guide for Creative Adventuring” in Time for Back to School

Clif Kid Imagination Needs Fuel (Graphic: Business Wire)

EMERYVILLE, Calif.--()--As kids head back to school, Clif Kid® makers of ZbarTM, the soft-baked, whole grain, organic energy bar for active kids, is committed to fueling imaginations through good food and outdoor play. During the busy school year, finding time for unstructured and creative play becomes more difficult, limiting opportunities for kids to use their imaginations. According to a recent survey* of parents with kids ages 5-10, 87 percent agree that they must proactively carve out time for their kids to use their imaginations once school begins. According to the majority of respondents (66 percent), spending time outside is key to keeping kids’ imaginations active.

To help fuel active kids’ creative playtime and keep their imaginations ignited year-round, Clif Kid has developed the Field Guide for Creative Adventuring, a downloadable resource filled with activities to get kids outside and spark imaginative play. Each activity incorporates everyday objects and will have kids’ imaginations exploring, creating and adventuring in 10 minutes or less.

While parents shared that time outside is important to fueling imaginations, they also identified needing a snack and low energy as reasons kids’ creative playtime is interrupted. And, more than seven in ten (78 percent) agree it’s important to have nutritious snacks on-hand to fuel their active kids’ imaginations during play.

“To fuel active kids’ imaginations and inspire them to get outside and play, they need the right environment and the right energy,” said Jenna Braddock, registered dietitian and mom. “As parents, it’s not always easy to predict when kids will lose steam. The key is being prepared with good food that helps keep energy levels up. With great taste and a smart balance of energizing ingredients and nutrients, like whole grains and fiber, Clif Kid Zbar is one of my go-to solutions for active kids’ creative playtime needs. Because it's so easy to take on the go, parents will always be prepared to fight low energy,” added Braddock.

Clif Kid Zbar is playtime fuel designed with active kids in mind. Made from wholesome, organic ingredients, like rolled oats, and available in age-appropriate sizes, Clif Kid Zbar delivers a nutritious combination of kid-friendly flavors and energy for active bodies.

“Many of us at Clif Kid are parents and our goal is to make good food that helps nourish active kids. This includes providing portable energy to fuel uninterrupted imaginative play,” said Clif Kid Brand Director Melinda Winter. “Whether turning a pile of leaves into a secret pirate lookout, blasting off to Mars in a cardboard box or recharging with an inventive game of tag at recess, kids’ active bodies and imaginations need fuel!”

A first for the brand, Clif Kid kicks-off the back-to-school season today with two commercials airing across network and connected TV and digital media. The commercials illustrate something in which every parent can relate: the effect on kids’ imaginations when they are running low on fuel. Clif Kid worked with Callen on the creative campaign, led by Founder and Chief Creative Officer Craig Allen and directed by David Shane.

Clif Kid is a long-time supporter of Feed the Children, which strives to create a world where no child goes to bed hungry. To date, Clif Kid has donated millions of pounds in nutritious snacks, helping children and families in need nationwide.

*Survey was conducted online from June 21-25, 2019 by Dynata (formerly Research Now and SSI) among a national sample of 1,003 parents with children ages 5-10. Results have a margin of error +/-2.53%.

About Clif Kid

Clif Kid, a leader in wholesome nutrition and maker of organic and non-GMO snacks for active kids, knows nothing should stand in the way of outdoor play or kids’ imaginations. Clif Kid is the maker of Zbar, Zbar Protein, Zbar Filled and Zfruit, all of which are free of high fructose corn syrup and artificial flavors. For more information please visit and check us out on Facebook and Instagram.

About Clif Bar & Company

Clif Bar & Company crafts nutritious and organic food including CLIF BAR®, Clif Kid® and LUNA® Bar. Family and employee-owned, the company is committed to sustaining its people, brands, business, community and the planet. For more information please visit, check us out on Facebook or follow us on Instagram and Twitter.


Sarah Lynam

Release Summary

As kids head back to school, Clif Kid® is committed to fueling imagination through good, organic food and active play.


Sarah Lynam