|Lifeway Foods reveals plan to enter CBD category |
By Andy Coyne | 21 June 2019
Lifeway Foods, the US-based supplier of cultured dairy drinks, has announced plans to enter the fledgling - but growing - CBD market. It is intending to launch Plantiful + CBD, an infused version of Lifeway's probiotic plant-based beverage, if and when it is legalised at the federal level by the Food and Drug Administration (FDA).
|The conventional Plantiful range, launched in 2019|
CBD, or cannabidiol, is a naturally-occurring compound found in the resinous flower of cannabis. It is closely related to tetrahydrocannabinol (THC), the compound that causes the high for which cannabis is known, but doesn't cause the same reaction.
Lifeway Foods chief executive officer Julie Smolyansky said: "Mental health is as important as physical well-being, and CBD shows promise as a way to promote lowered anxiety and stress relief. Science has shown that probiotics are natural inflammation reducers, and we believe that the addition of CBD will create an unmatched combination in the beverage space.
"We listen to our consumers and continue to create innovative products to support healthy guts and minds. We're excited about the opportunity to create a plant-based probiotic beverage with CBD that helps consumers support their physical and mental well-being in a convenient and delicious drink."
Each ready-to-drink bottle will feature ten vegan probiotics and "the benefits of full spectrum CBD".
Lifeway, which in November outlined plans to get its sales growing again, said it anticipates releasing Plantiful + CBD in a biodegradable 3.5oz bottle.
The company added that is also planning to file a comment in support of the FDA crafting a science-based structure to support the sale of products containing CBD and is urging interested parties to do the same "in an effort to bring products to market that consumers are demanding".
The FDA's position is that cannabinoids cannot be used in food or dietary supplements but light enforcement has led to a proliferation of CBD foods and treatments.
The agency held its first hearing in May to consider a new policy on CBD and is gathering evidence from interested parties. No date has yet been set for a final hearing.
Lifeway Foods to Partner with Alex Rodriguez’s TruFusion Fitness Studios to Launch TruEnergy, a Probiotic Protein Smoothie Lifeway’s Collaboration Creates TruFusion’s First Co-branded Functional Ready to Drink Beverage Offering P.S.
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January 14, 2019 16:11 ET | Source: Lifeway Foods, Inc.
TruEnergy fueled by Lifeway
A functional beverage collaboration between Lifeway Foods and TruFusion
Lifeway Foods, Inc.
MORTON GROVE, Ill., Jan. 14, 2019 (GLOBE NEWSWIRE) -- Lifeway Foods, Inc. (Nasdaq: LWAY), the leading U.S. supplier of kefir fermented dairy and probiotic products to support the microbiome, today announced a new partnership with TruFusion Fitness Studios to launch a co-branded probiotic protein smoothie, TruEnergy fueled by Lifeway. TruEnergy is an eight ounce kefir drink that provides the benefits of 21 grams of protein and 12 live and active probiotic cultures to meet each member’s workout recovery needs.
TruEnergy fueled by Lifeway was developed to address the need for a clean and convenient functional fitness grab and go offering for TruFusion members. Launching February 2019 in Las Vegas TruFusion studios and in Atlanta at the WheelsUp Super Saturday event, TruTribe members, celebrities and athletes alike will get a first taste of the vanilla-flavored offering.
“It’s an honor to partner with TruFusion to provide their members with a convenient, on-the-go probiotic protein solution that’s formulated to nourish the whole body,” said Julie Smolyansky, CEO of Lifeway Foods. “Most protein drinks are only concerned with building muscle. At Lifeway, we know that your gut should be just as strong as your biceps and your quads. We’ve created a fitness drink that serves the whole body, including support for digestion and immunity. We know the protein, probiotics and nourishment from our kefir will be of great value to TruTribe members looking to get the most of their workouts, and we’re grateful for our likeminded partners at TruFusion.”
TruFusion, founded in Las Vegas, NV, is a premier boutique fitness studio in the United States offering over 65 modalities of fitness and more than 200 classes a week under one roof. Since launching in 2016, TruFusion has sold more than 96 franchises in cities across the United States including New York, Austin, Los Angeles, Philadelphia and many more. Launching in Las Vegas, TruFusion plans to expand TruEnergy fueled by Lifeway throughout its fitness studio footprint. The studio is a favorite of locals and celebrities alike. TruFusion is the latest fitness studio investment of the A-Rod Corp owned by Alex Rodriguez.
Steve Rockman, TruFusion’s CMO commented, “We are excited to launch TruEnergy, our new wellness beverage in collaboration with Lifeway Foods, a brand well-known for their support of the fitness community and athletic events. This is TruFusion’s first co-branded grab-and go-offering as we recognize our members need for convenient probiotic and protein-packed offerings to fuel their bodies pre- or post-workout.”
Possible Future Marketing coup (Plant based)in the making via Alex Rodriguez ? All Depends on Jennifer Lopez I guess.
For lunch, Jennifer will opt for a veggie-filled salad, like with kale, toasted pumpkin seeds, crumbled queso, minced shallots, and a dressing made with lemon juice and extra-virgin olive oil, according to People. She'll also whip up a salad with salmon, broccoli, peppers, zucchini, and a drizzle of vinaigrette.
In general, she "stays away from processed foods and gets her nutrients from whole sources," Romero told Us Weekly.
To fuel up for her busy schedule, J.Lo always makes sure she gets protein with her meals. "Protein is my go-to whenever I start having cravings," she said to Hello!. "It fills me up and keeps me full longer. It's a great muscle fuel."
Her favorite sources include egg whites, white turkey meat, chicken breast, grass-fed beef, and fish, such as omega-3-filled salmon and sea bass. She'll also have a handful of nuts a day, Romero told Us Weekly.
J.Lo's other snacks also stick to her plant-based plan: "I also love to relax with my kids after a workout and share a healthy snack with them," she told Hello!. "I always carry fruit and veggies with me to give me something to snack on between meals."