Lifeway Foods, Inc., a Morton Grove, Ill.-based supplier of kefir fermented dairy and probiotic products, announced a new partnership with TruFusion Fitness Studios to launch a cobranded probiotic protein smoothie, TruEnergy fueled by Lifeway. The new smoothie is an 8-ounce vanilla-flavored kefir drink designed for fitness enthusiasts.
According to Lifeway Foods, TruEnergy fueled by Lifeway has 21 grams of protein and 12 live and active probiotic cultures. It was developed to address the need for a clean and convenient grab-and-go offering packed with protein and probiotics for TruFusion members. The product will be launched February 2019 in TruFusion’s Las Vegas studios and in Atlanta at the WheelsUp Super Saturday event.
“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,” said Julie Smolyansky, CEO of Lifeway Foods. “We’ve created a fitness drink that serves the whole body, including support for digestion and immunity.”
TruFusion, founded in 2016 in Las Vegas, is a boutique fitness studio with more than 96 franchises in cities across the United States, including New York, Austin, Los Angeles, and Philadelphia. After launching in Las Vegas, TruFusion plans to expand TruEnergy fueled by Lifeway throughout its fitness studios.