The festivities kicked off on Thursday with an appearance from Gotham FC soccer star Rose Lavelle, who celebrated with the brand and introduced her signature smoothie, Rosie's Midfield Mango + Strawberry.
The company is opening The Lifeway Kefir Shop, an immersive pop-up experience in SoHo, New York City, in celebration of the company's 40th anniversary and National Kefir Day.
As Lifeway celebrates its 40th anniversary in 2026, the brand is bringing a playful nod to the 1980s and 1990s to the desert with an immersive poolside experience that blends nostalgic design, modern wellness, and festival-ready fun.
For 2025, gross profit margin was 27.4%, up 140 basis points from 26% last year. Net income came in at $13.9 million, or $0.91 per basic and $0.89 per diluted common share, compared to $9 million, or $0.61 per basic and $0.60 per diluted common share in the prior year.
During the Dairy Forum, Dairy Management's Eve Pollet and Paul Ziemnisky discuss new opportunities to support women's health and wellness needs. Better sleep, weight management, muscle development, bone health and skin health are top pursuits for women. .
Milk consumption appears to be rebounding, with the Dairy Milk category seeing a 3% increase in dollar sales to $17.7 billion. Similarly, the Refrigerated White Dairy Milk subcategory reported a 3% rise to $15.8 billion. While unit sales remained flat, this growth in revenue suggests a renewed consumer interest in milk.
The Lifeway spot, designed to highlight the brand's market-leading, protein-forward and probiotic-packed drinkable kefir, will debut across Lifeway's Instagram, TikTok, and other digital platforms on Friday, February 6, bringing fresh energy and a new voice to one of the year's biggest cultural occasions.
The Lifeway Power Play shake blends Organic Plain Whole Milk Kefir, blue spirulina, chia seeds, almond milk, vanilla whey protein, granola, and blueberries, providing a protein- and probiotic-packed boost to energize workouts and support recovery.
