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Lifeway Foods launches BioKefir probiotic beverages

BY Allison Cerra

MORTON GROVE, Ill. Lifeway Foods has launched a line of probiotic beverages that support immunity, heart health and digestion.

New 3.5-oz. BioKefir shots are sold in four-packs and five varieties, including:

  • BioKefir for immunity – available in pomegranate/blueberry and kiwi/passion fruit;
  • BioKefir for heart health – available in blackberry and black cherry; and
  • BioKefir for digestion – available in vanilla.

All five BioKefir flavors contain ProBoost, Lifeway’s exclusive new blend of live and active probiotic cultures, designed to strengthen immune response and alleviate digestive troubles. ProBoost enhances Lifeway’s longtime 10-Kefir culture probiotic combination with two new strains –– Bifidobacterium lactis HN019 and Lactobacillus acidophilus NCFM –– that add extra benefits for building immunity and aiding digestion. All 12 powerful probiotic cultures are available in every sip of BioKefir, Lifeway Foods said.

“Our new BioKefir shots will enable health-conscious consumers to get their daily dose of probiotics, vitamin C, antioxidants and fiber quickly, easily and with no interference to their schedules or diets,” said Julie Smolyansky, CEO of Lifeway Foods. “The 3.5-oz. package fits with today’s fast-paced lifestyles, can be carried anywhere and ensures that you can always add a health boost to your day.”

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Nielsen: CPGs should shift focus to baby boomers

BY Allison Cerra

NEW YORK As advertisers and consumer goods manufacturers focus on consumers ages 18 to 34 years, one marketing research firm said that one often-ignored group also has leverage in the buying game.

Nielsen reported that baby boomers — adults born between 1946 and 1964 — are an affluent group that seek new technology and brands like their descendents and hold 38.5% of CPG dollars, Nielsen revealed in a new report.

Nielsen also revealed that:

  • Dominate 1,023-out-of-1,083 consumer packaged goods categories
  • Watch the most video: 9:34 hours per day
  • Comprise 1/3 of all TV viewers, online users, social media users and Twitter users
  • Time shift TV more than 18-24s (2:32 vs. 1:32)
  • Are significantly more likely to own a DVD player
  • More likely to have broadband Internet access at home

“Boomers should be as desirable for marketers as Millennials and Gen-Xers for years to come; they are the largest single group of consumers, and a valuable target audience. As the U.S. continues to age, reaching this group will continue to be critical for advertisers,” said Pat McDonough, SVP insights, analysis and policy at Nielsen.

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Pepsi Max brings back classic commercial

BY Allison Cerra

PURCHASE, N.Y. In a multimedia marketing campaign that launched Monday, Pepsi Max has put a twist on the Pepsi “Diner” commercial that aired during Super Bowl XXIX.

Instead of having two soda delivery truck drivers go head-to-head over a can of Pepsi, they both want Pepsi Max, which has zero calories but still has the punch of a Pepsi.

“We’re looking our competition squarely in the eye and making an unabashed claim about the great taste of Pepsi Max. That’s why we’ve revamped one of our most memorable Super Bowl spots to excite our consumers, bottlers and customers,” said Lauren Hobart, chief marketing officer, carbonated soft drinks, PepsiCo Beverages Americas. “The TV commercial today begins one of our most ambitious marketing programs that will have unexpected iterations across a broad array of media channels. It is classic, in-your-face Pepsi marketing.”

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