BERKELEY, Calif., Jul 17, 2006 (BUSINESS WIRE) -- LUNA(R), the makers of the Whole Nutrition Bar for Women(TM), announced today the launch of LUNA Sunrise(TM), the first and only organic morning nutrition bar created specifically for on-the-go women.

While women know breakfast is the most important meal of the day, most skip it due to time challenges or lack of healthy choices. In fact, the results of a recent national LUNA study confirm, for example:
-- One-third of women surveyed revealed they regularly skip breakfast.
-- Fifty-six percent of women surveyed claimed they ate breakfast on-the-run at least twice a week.
"Eating a healthy breakfast improves mood and mental performance, minimizes afternoon fatigue and lowers daily caloric intake," said Tara DelloIacono Thies, RD, LUNA nutrition strategist. "LUNA Sunrise is nutrient dense and contains carefully selected ingredients to provide women the nutrition they need to curb hunger while keeping their energy up as they start their days."

At just 180 calories, LUNA Sunrise is a nourishing and satisfying breakfast bar that is made with 70 percent USDA certified ingredients. LUNA Sunrise does not contain any artificial sweeteners, trans fats, hydrogenated oils, or high-fructose corn syrup.
"At LUNA, we recognize that healthy eating, particularly in the morning, is crucial to nourishing on-the-go women, which is why we created LUNA Sunrise," said Kristel Cerna, LUNA brand director. "We're committed to sustaining today's women by providing natural, organic ingredients that taste great and contain the nutrients women need."

LUNA Sunrise is available in three delicious flavors - Blueberry Yogurt, Strawberries & Creme and Vanilla Almond. The nutritional benefits include:
-- Optimized for Women -- LUNA Sunrise includes many of the nutrients women need every day for overall health and wellness, including calcium, folic acid, iron, and antioxidants (Vitamin A, C, and E).
-- Organic Ingredients -- Made with 70 percent organic ingredients, LUNA Sunrise is the first certified organic LUNA product. Organic ingredients are good for the body as well as the planet.
-- Organic Heritage Whole Grains -- Passed down from generation to generation and containing more nutrients than other whole grains, LUNA Sunrise contains a unique blend of heritage (or heirloom) whole grains including amaranth, quinoa, oats and barley.
-- Protein and Fiber -- Helps curb hunger and sustain energy. With 8g of protein and 5g of fiber, LUNA Sunrise keeps women energized throughout the day.
-- Calcium and Vitamin D -- LUNA Sunrise contains as much calcium as a glass of milk, and Vitamin D to help absorb calcium.
-- Good source of Omega 3s -- Made from organic flaxseed, a vegetarian non-fish source, this essential fatty acid has been shown to reduce the risk of coronary heart disease.

Pricing and Availability
LUNA Sunrise is available immediately nationwide and is sold in grocery, natural, convenience, drug and sports specialty stores with a suggested retail price of $1.29.

About Clif Bar & Co.
Clif Bar & Co. ( www.clifbar.com) is a leading maker of all-natural and organic energy and nutrition foods and drinks, including the CLIF(R) BAR energy bar and LUNA(R), The Whole Nutrition Bar for Women. Focused on great food and sustainability, Clif Bar works diligently to reduce its footprint on the planet from the field to the final product.