To celebrate its silver anniversary this year, Morton Grove, Ill.-based Lifeway Foods is launching a new birthday-cake flavor of its smoothie-like beverage in special 25th anniversary packaging. In addition, a nationwide promotional tour will culminate in company representatives ringing the New York Stock Exchange bell on May 16 in New York City.
Lifeway Foods, founded in 1986, has grown under the management of siblings Edward and Julie Smolyansky to nearly $65 million in annual revenue with nationwide distribution in major supermarkets.
The company has pioneered a broad line of products that now include Lowfat Kefir in 11 different flavors plus Holiday, Organic and Nonfat varieties. Each offers the fundamental benefits of immune-supporting probiotics in a tasty, convenient, on-the-go, no-spoon-required drink.
“Consumers have grown more aware of the benefits of sustainable food with functional ingredients like probiotics—and the problems that synthetic additives and genetically modified foods can cause. Lifeway has responded with convenient and delicious products that are good for you, too,” said Julie Smolyansky, who is CEO.
The Lifeway silver anniversary tour will start in Los Angeles and work its way across the country making a series of appearances at family events, college campuses and consumer events complete with human-powered blender bikes that will mix Lifeway Kefir smoothies on the spot and work to raise $25,000 for local charities.