Clif Bars do not say they are healthy, but look at the packaging and think about what it is saying to the consumer.

It says “sustained energy.” Energy is good! So that must mean it’s good for you! And then there’s that healthy-looking mountain climber. That’s the sort of person who would eat a Clif Bar, right? A healthy mountain climber and not some person who sits on their butt in an office cubicle all day. And look at those mountains in the background! That’s nature! These bars must have natural ingredients!

It’s much more subtle than you think. And, like I said, it works.