The LUNA Brand Debuts New "Easy to Love" Campaign Starring Jessica Alba as Brand Fan Turned Ambassador

Rhea-AI Summary

LUNA Brand (MDLZ) launched its new "Easy to Love" campaign on May 4, 2026, naming Jessica Alba as inaugural Brand Ambassador and fan-turned-partner. The rollout spans TikTok, Instagram, display and shopper ads and coincides with LUNA's first major creative effort in seven years and new Berry Bars innovation.

Berry Bars arrive in Mixed Berry and Strawberry Banana, offering real fruit, 7-8g plant-based protein and 4g fiber per bar, joining iconic flavors like LEMONZEST.

Positive

• Jessica Alba named inaugural Brand Ambassador, boosting authenticity and reach
• First major campaign in seven years, marking a significant brand relaunch
• Berry Bars innovation (Mixed Berry, Strawberry Banana) with 7-8g plant protein and 4g fiber
• Multi-platform rollout across TikTok, Instagram, display and shopper ads

Negative

• None.

News Market Reaction – MDLZ

+0.02%

+0.02% Session close to close

In the May 4 session, MDLZ gained 0.02%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights Mondelēz’s push to refresh LUNA with its first major creative campaign ...

Analysis

This announcement highlights Mondelēz’s push to refresh LUNA with its first major creative campaign in seven years and first new bar innovation in six years. Featuring Jessica Alba and emphasizing gluten-free, plant-based protein and added fiber, it supports the company’s health-oriented snacking strategy. In context of recent earnings growth and active capital markets tools, investors may watch for signs of incremental volume or share gains in the bar category over time.

Key Figures

Brand age: over two decades Creative gap: seven years Innovation gap: six years +3 more

6 metrics

Brand age over two decades Time since LUNA Bar debut

Creative gap seven years Time since last major LUNA creative campaign

Innovation gap six years Time since last new LUNA bar innovation

Protein per bar 7–9 grams Plant-based protein in core LUNA bars

Berry Bars protein 7–8 grams Plant-based protein in new Berry Bars

Fiber per bar 4 grams Fiber content in LUNA Berry Bars

Historical Context

5 past events · Latest: Apr 28 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Apr 28	Q1 2026 earnings	Positive	+4.3%	Reported revenue and EPS growth with reaffirmed 2026 guidance.
Apr 22	Brand promotion	Neutral	-0.5%	Launch of Grogu Nilla Nummies limited-edition cookie and movie tie-in promo.
Apr 15	Sustainability update	Positive	+0.9%	Reported progress toward 2030 cocoa, emissions, plastics and water targets.
Apr 15	Marketing campaign	Positive	-2.2%	Soccer and music star campaign with limited-edition SKUs and sweepstakes.
Apr 08	Earnings date notice	Neutral	+0.4%	Announcement of Q1 2026 earnings release date and call details.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Earnings and sustainability updates have generally seen positive price alignment, while branded marketing campaigns have shown more mixed or negative reactions.

Recent Company History

Recent MDLZ news has centered on financial performance, brand marketing, and sustainability. Q1 2026 results on Apr 28 delivered higher net revenues and EPS, with the stock up 4.27%. Earlier in April, sustainability milestones and a soccer-themed marketing campaign produced modest gains and a notable -2.18% pullback, respectively. Brand and product news, such as special-edition cookies, have triggered only small moves. Today’s LUNA campaign fits this pattern of consumer-brand initiatives alongside a fundamentally driven story.

Key Terms

gluten-free, plant-based protein, fiber, organic oats

4 terms

gluten-free medical

"LUNA Bar, the gluten-free snack bar brand dedicated to helping consumers..."

A gluten-free label indicates a food product is made without gluten-containing ingredients and meets the maximum permitted level of gluten set by regulators in the product’s market, so it’s safe for people with celiac disease or gluten sensitivity. For investors, the label matters because it governs which consumers can buy the product, affects manufacturing and sourcing costs, and can open or restrict market size much like a certification that lets a product enter a specific segment of shoppers’ buying lists.

plant-based protein medical

"Berry Bars offer real fruit, real deliciousness, 7-8 grams of plant-based protein..."

Plant-based protein is protein derived from plants such as peas, soy, wheat, or algae used as an alternative to animal proteins in food products and supplements. Investors care because it represents a growing consumer market and supply chain shift—like betting on electric cars instead of gasoline ones—affecting sales trends, ingredient costs, manufacturing needs, and regulatory scrutiny for labeling and health claims.

fiber medical

"a good source of fiber with 4 grams per bar, answering consumer demand..."

Fibers are the indigestible parts of plant-based foods—like cellulose, pectin and similar substances—that travel through the digestive system largely unchanged and support bowel regularity and other health effects. For investors, fiber matters because its presence determines nutrition labels, allowed health claims, product positioning and consumer demand, so it can affect a food company’s sales, pricing power and regulatory or legal risk; think of it as a product’s health badge.

organic oats medical

"Crafted with organic oats and 7-9 grams of plant-based protein, LUNA bars..."

Oats grown and processed under certified organic standards, meaning they are produced without synthetic pesticides, herbicides, or most synthetic fertilizers and are handled to avoid contamination with non-organic crops. For investors, organic oats often command higher prices and appeal to health- and sustainability-minded consumers, so shifts in organic acreage, certification rules, or supply chain disruptions can affect revenue, margins and market demand much like a premium version of a common staple.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New era for the deliciously good snacking brand is marked by first campaign and bar innovation in years

EAST HANOVER, N.J., May 4, 2026 /PRNewswire/ -- LUNA Bar, the gluten-free snack bar brand dedicated to helping consumers elevate the moment, today launched its new "Easy to Love" creative campaign, starring longtime brand fan Jessica Alba as its inaugural ambassador.

For years, Jessica Alba has kept one thing constant in her bag and on set: a LUNA bar. Now, the award-nominated actress, bestselling author, entrepreneur, and wellness advocate is officially taking her brand love to the next level with LUNA Bar.

"When the LUNA Brand approached me to become their new Brand Ambassador and help collaborate on their new campaign, it was an easy yes," said Jessica Alba, actress, entrepreneur, and LUNA Bar Brand Ambassador. "I've loved this bar for years. LUNA Bar reflects what's important to me: quality ingredients, great taste, and an intentional approach to everyday snacking."

"Easy to Love" Campaign Features Brand Ambassador, Jessica Alba 
The new "Easy to Love" campaign highlights how LUNA Bar is simply easy to love with the help of Jessica Alba – a real fan-turned-Brand Ambassador. The collaboration is grounded in authenticity as Alba is a genuine LUNA Bar enthusiast who helped bring the campaign to life from concept to execution, bringing her passion for the brand to champion its "Deliciously Good Agenda" on commitment to great taste and quality ingredients.

Launching across TikTok and Instagram, the "Easy to Love" campaign features a series of short and long form social videos (LEMONZEST, Spokesperson, Texture, and Work) that trace Alba's journey from a devoted fan to Brand Ambassador. Throughout the creative, Alba highlights what she loves most about LUNA Bar: standout flavors, quality ingredients, and a convenient bar format that fits seamlessly into her everyday routine.

The multi-platform "Easy to Love" campaign rollout includes organic and paid social across LUNA Bar TikTok and Meta accounts; organic social content on Jessica Alba's Instagram and TikTok; and display and shopper ads at top national retailers.

The LUNA Brand Enters New Deliciously Good Era
Alba's partnership comes as LUNA Bar undergoes one of its most significant transformations since its debut over two decades ago. The new campaign marks the brand's first major creative effort in seven years alongside its first new bar innovation, Berry Bars, in six years. Crafted with organic oats and 7-9 grams of plant-based protein, LUNA bars are available in flavors that deliver on consumer demand for taste including LEMONZEST, LEMONZEST + Blueberry, NUTZ OVER CHOCOLATE Flavored, and Chocolatey Dipped Coconut.

"The debut of our first creative campaign in seven years is the start of a new chapter for the LUNA Brand," said Valerie Van Arkel, Director of Marketing for the LUNA and ZBAR Brands at Mondelēz International. "With LUNA Bar, we're focused on delivering bars with delicious flavors and quality ingredients that fit into your daily routine. From our classic LEMONZEST flavor to our new Berry Bars innovation, LUNA Bar is truly easy to love, and we're thrilled to partner with Jessica Alba as we enter a new chapter."

Flavor Meets Fiber: New LUNA Berry Bars Product Details
The LUNA Brand recently introduced Berry Bars, the brand's first bar innovation in nearly six years. Available in Mixed Berry and Strawberry Banana flavors, LUNA Berry Bars offer real fruit, real deliciousness, 7-8 grams of plant-based protein, and are a good source of fiber with 4 grams per bar, answering consumer demand for delicious fiber options. The new Berry Bars join the brand's iconic lineup, expanding choice while staying true to the LUNA Bar core mission of quality ingredients and great taste.

For more information and the latest on the LUNA Brand, the bar that's easy to love, fans can visit clifbar.com/luna, or follow LUNA Bar on TikTok @LUNABarOfficial and Instagram @LUNABar.

About LUNA Bar:
For 28 years, the CLIF brand has crafted delicious food with quality ingredients under its CLIF BAR, ZBAR, and LUNA BAR brands. In 2022, the CLIF brand became part of the Mondelēz International, Inc. (Nasdaq: MDLZ), portfolio of brands empowering people to snack right in over 150 countries around the world. With 2024 net revenue of approximately $36.4 billion, Mondelēz is leading the future of snacking with other iconic global and local brands such as OREO, RITZ, belVita, LU, and TATE'S BAKE SHOP biscuits and baked snacks, as well as CADBURY DAIRY MILK, MILKA, and TOBLERONE chocolate. Mondelēz International is a proud member of the Standard and Poor's 500, Nasdaq 100, and Dow Jones Sustainability Index. For more information about LUNA BAR, please visit LUNA | Mondelēz International, Inc. (mondelezinternational.com).

View original content to download multimedia:https://www.prnewswire.com/news-releases/the-luna-brand-debuts-new-easy-to-love-campaign-starring-jessica-alba-as-brand-fan-turned-ambassador-302760435.html

SOURCE Mondelēz International

FAQ

When did LUNA Brand (MDLZ) launch the "Easy to Love" campaign with Jessica Alba?

The campaign launched on May 4, 2026 with Jessica Alba as Brand Ambassador. According to the company, the rollout includes short and long-form social videos across TikTok and Instagram plus display and shopper ads at national retailers.

What are the nutrition details for the new LUNA Berry Bars from LUNA Brand (MDLZ)?

LUNA Berry Bars provide 7-8g plant-based protein and 4g fiber per bar. According to the company, they contain real fruit and are available in Mixed Berry and Strawberry Banana to expand the brand's lineup.

Which platforms will feature LUNA Brand's "Easy to Love" campaign (MDLZ)?

The campaign runs on TikTok and Instagram with organic and paid posts plus display and shopper ads. According to the company, Jessica Alba will also share organic content on her own Instagram and TikTok accounts.

What does Jessica Alba's role as LUNA Brand ambassador mean for MDLZ marketing?

Jessica Alba serves as the inaugural Brand Ambassador and creative collaborator. According to the company, she helped shape the campaign from concept to execution to highlight flavors, ingredients, and everyday convenience.

Which legacy LUNA flavors remain available alongside the new Berry Bars (MDLZ)?

Classic flavors like LEMONZEST, LEMONZEST + Blueberry, NUTZ OVER CHOCOLATE, and Chocolatey Dipped Coconut remain in the lineup. According to the company, Berry Bars join these iconic options while emphasizing quality ingredients and taste.