Lifeway Foods Inc., a leading supplier of kefir cultured dairy products, announced an agreement nearly tripling distribution of its kefir line in Target stores as well as adding new Lifeway products to Target's dairy cases. Availability in Target will increase from 170 to 453 locations, with the addition of three flavors of 8 oz. Lifeway Kefir four-packs to Target's offerings. This is the first major expansion with Target in eight years and the new offerings were available to consumers beginning the first week of May.
The distribution expansion covers multiple flavors and sizes of Lifeway Kefir, a probiotic drink similar to drinkable yogurt that is high in calcium and protein and low in fat in calories, as well as Lifeway ProBugs, children's line of Organic Kefir with a no-spill pouch and kid-friendly flavors like Goo Berry Pie. The company plans increased marketing and advertising support to raise awareness with Target customers and promote sales at the retail chain.
"The broader availability of Lifeway Kefir at this major retailer speaks to its growing popularity among consumers and the recognition of the need to offer healthy alternatives to the high-fat, high-calorie foods that fill grocery shelves today," said Julie Smolyansky, Lifeway's President and Chief Executive Officer. "This is a strong indication that distribution of our kefir products will continue to expand to new and existing customers, and contribute to significant increases in our long-term sales growth."
Lifeway's line of kefir products provides a low-fat, low-calorie, high-protein food option that allows consumers to feel fuller longer. All Lifeway products are made from non-GMO, non-hormone milk from grass-fed cows. The plain varieties have no-added-sugar, while the flavored kefir beverages are made with cane juice and less sugar than most other cultured dairy products.