Dive Brief:
- Lifeway Foods, which sells a number of brands of the fermented milk product called kefir, is making two unrelated moves aimed at accelerating growth.
- The company, based in Morton Grove, IL, has debuted its first national ad campaign, which ran in print and online and features the hashtag #MotherCulture.
- The company has also begun selling its flagship Lifeway kefir brand in Canada for the first time.
Dive Insight:
The news from Lifeway comes just days after the company reported a 20% surge in earnings for the first quarter. (Earnings for the second quarter will be released after the market closes today.)
Certainly much of the credit for that growth must go to the probiotics craze itself. But there are loads of companies selling loads of probiotics. Lifeway's secret to success lies in the skills of its chief executive officer, who was the youngest CEO of a publicly held company when she took the helm just 12 years ago.