MORTON GROVE, Ill., May 11, 2011 /PRNewswire/ -- Lifeway Foods, Inc. (Nasdaq: LWAY) announced today that CEO Julie Smolyansky, CFO Edward Smolyansky and Lifeway's management team and associates will be ringing the NASDAQ closing bell in New York City's Times Square at 4 pm on Monday, May 16, to celebrate the company's 25th anniversary as well as the introduction of Lifeway Frozen Kefir in grocery stores. Lifeway's new good-for-you frozen yogurt alternative is the latest addition to an extensive line of kefir dairy beverages and associated probiotic foods that today generates $65 million in annual company revenue, dominating the kefir market.
As part of Lifeway's New York stopover, the company will also distribute 20,000 samples of its frozen kefir from branded pushcarts at key Big Apple gathering points to give New Yorkers a preview of its new guilt-free, 90-calorie, at-home freezer treat. In addition, Lifeway will hand out VIP Frozen Kefir coupons and Keep NYC Cultured buttons – a reference to the live probiotic cultures contained in every sip or spoonful of Lifeway kefir products.
The New York festivities are the culmination of a nationwide tour commemorating Lifeway's silver anniversary. Kicking off in March in Anaheim, California, with stops at grocery stores, college campuses and festivals from coast to coast, the tour was an 11-week kefir party featuring sampling of multiple kefir beverage flavors, human-powered "blender bikes" making Lifeway Kefir smoothies, digital games, Foursquare check-in prizes, and a retro theme harkening back to the company's roots in the 1980s.
The tour raised $25,000 for Healthy Kids Challenge, a non-profit organization that promotes healthy eating and physical activity for children. Lifeway pledged to donate $1 for every minute pedaled on a blender bike by tour guests. The company tapped Healthy Kids Challenge as its chosen charity because the organization shares Lifeway's commitment to good nutrition and a healthy lifestyle, as reflected in the low-fat, low-calorie, probiotic properties of Lifeway's kefir products.Lifeway has also marked its 25 years of "active culture" with a limited-edition Lifeway Birthday Cake Flavor Kefir that has been so popular that it will remain in the company's kefir lineup indefinitely.