"The benefits of kefir have been one of the best-kept secrets in the beauty, wellness and celebrity industries for years," said Julie Smolyansky, president and CEO of Lifeway Foods. "The beauty hack can be credited to the ancient Egyptians, Cleopatra used to bathe in kefir to help soothe and smooth her skin. The trend has since evolved for celebrities, where they have seen a larger impact by consuming the kefir. Margot Robbie worked with skin expert, Jasmina Vico, on the Barbie movie to achieve her natural movie star glow on air. Once it went viral that Vico recommends fermented foods, like kefir, as a key component in skincare routines, we tracked a surge of consumer interest for kefir's holistic benefits and knew the market was ready for our Probiotic Smoothie + Collagen."

This will be the first probiotic collagen smoothie with kefir cultures to hit the market, offering consumers an innovative new product to support their skin and gut health. Lifeway Foods has been developing this specific product since 2021 and is excited to launch the innovation as part of the brand's New Year New You Campaign for 2025. The groundbreaking line will begin shipping in December and will hit shelves nationwide at select independent and specialty stores by the end of the year.