Lifeway Foods of the US has launched a new packaging design for the non-fat version of its popular probiotic kefir product to coincide with the Fancy Food Show in New York. The new look will hit supermarket shelves next month, and is expected to expand the customer base for the product, Lifeway said.
Sales of the company's low-fat kefir have increased since a new packaging design was introduced in late 2000, and Lifeway said that while part of the increase in sales was due to the new labels for the product, it added that its continued efforts to publicise the health benefits of kefir had also contributed. A similar effect is expected with the non-fat version.
"Anything that makes it easier to find our kefir products in the dairy case helps drive sales," said Julie Smolyansky, president and CEO. "These new labels really draw the consumer's eye, and we believe that will help attract new as well as repeat customers."
Lifeway Kefir is a low-fat, high-protein, yoghurt-like beverage that contains essential vitamins, minerals and calcium along with 10 live and active probiotic cultures. Studies have shown that probiotics can have a positive effect on health, including restoration of vital intestinal flora wiped out by the use of antibiotics, travel, stress and other everyday assaults on the body, Lifeway said.
The non-fat line is available in plain, strawberry, strawberry-banana, blueberry, peach and raspberry varieties. In all, Lifeway markets 12 flavours of kefir in both the US and Canada, and operates in the organic and soy markets with Lifeway Organic, Organic Kefir and Kefir Cheese and the soy kefir brand SoyTreat.