Lifeway Foods to Partner with Alex Rodriguez’s TruFusion Fitness Studios to Launch TruEnergy, a Probiotic Protein Smoothie
January 14 2019 - 4:11PM
Lifeway Foods, Inc. (Nasdaq: LWAY), the leading U.S. supplier of
kefir fermented dairy and probiotic products to support the
microbiome, today announced a new partnership with TruFusion
Fitness Studios to launch a co-branded probiotic protein smoothie,
TruEnergy fueled by Lifeway. TruEnergy is an eight ounce kefir
drink that provides the benefits of 21 grams of protein and 12 live
and active probiotic cultures to meet each member’s workout
recovery needs.
TruEnergy fueled by Lifeway was developed to address the need
for a clean and convenient functional fitness grab and go offering
for TruFusion members. Launching February 2019 in Las Vegas
TruFusion studios and in Atlanta at the WheelsUp Super Saturday
event, TruTribe members, celebrities and athletes alike will get a
first taste of the vanilla-flavored offering.
“It’s an honor to partner with TruFusion to provide their
members with a convenient, on-the-go probiotic protein solution
that’s formulated to nourish the whole body,” said Julie
Smolyansky, CEO of Lifeway Foods. “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. We’ve
created a fitness drink that serves the whole body, including
support for digestion and immunity. We know the protein, probiotics
and nourishment from our kefir will be of great value to TruTribe
members looking to get the most of their workouts, and we’re
grateful for our likeminded partners at TruFusion.”
TruFusion, founded in Las Vegas, NV, is a premier boutique
fitness studio in the United States offering over 65 modalities of
fitness and more than 200 classes a week under one roof. Since
launching in 2016, TruFusion has sold more than 96 franchises in
cities across the United States including New York, Austin, Los
Angeles, Philadelphia and many more. Launching in Las Vegas,
TruFusion plans to expand TruEnergy fueled by Lifeway throughout
its fitness studio footprint. The studio is a favorite of locals
and celebrities alike. TruFusion is the latest fitness studio
investment of the A-Rod Corp owned by Alex Rodriguez.
Steve Rockman, TruFusion’s CMO commented, “We are excited to
launch TruEnergy, our new wellness beverage in collaboration with
Lifeway Foods, a brand well-known for their support of the fitness
community and athletic events. This is TruFusion’s first co-branded
grab-and go-offering as we recognize our members need for
convenient probiotic and protein-packed offerings to fuel their
bodies pre- or post-workout.”
About Lifeway Foods, Inc.Lifeway Foods, Inc.,
which has been recognized as one of Forbes' Best Small Companies,
is America's leading supplier of the probiotic, fermented beverage
known as kefir. In addition to its line of drinkable kefir, the
company also produces cupped kefir and cheese, frozen kefir,
specialty cheeses, probiotic supplements and a ProBugs line for
kids. Lifeway's tart and tangy fermented dairy and non-dairy
products are now sold across North America, Ireland and the United
Kingdom. Learn how Lifeway is good for more than just you
at www.lifewaykefir.com.
Find Lifeway Foods on
Facebook: http://facebook.com/lifewaykefir Follow
Lifeway Foods on
Twitter: http://twitter.com/lifeway_kefir Watch clips on
YouTube: http://youtube.com/user/lifewaykefir About
TruFusion Launched in Las Vegas in 2013, TruFusion was
named “Best of Las Vegas” by the Las Vegas Review-Journal for its
variety of classes, workshops and hot fusion workouts. With rapid
U.S. and global expansion planned, TruFusion recently
announced seven locations to open in the Philadelphia
market, and others in San Francisco, Dallas, Austin,
Birmingham, New York and Los Angeles (2019). The brand is also
opening in-gym boutiques, called EDGE by TruFusion, inside 24 Hour
Fitness-owned BFit Gyms. For more information, please visit
www.trufusion.com.
Company Contact: Derek Miller 847-967-1010
DerekM@Lifeway.net
A photo accompanying this announcement is available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/cbbe0f74-67f0-433a-b4bb-2f701bd4bf43
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