CHICAGO—Lifeway Kefir, the probiotic beverage made by Lifeway Foods, is in the new “Sex and the City 2” movie. A bottle of Lifeway Kefir can be seen in the kitchen of the fictional character Miranda Hobbes in one scene in the movie, reflecting the appeal of the product to health- and body-conscious women.
"Ten years ago, Lifeway Kefir was a niche product,” said Lifeway Foods CEO Julie Smolyansky. “Today it's mainstream. Nothing makes that clearer than seeing it in a movie like 'Sex and the City 2' with stars like Sarah Jessica Parker and a pedigree that includes six years of top TV ratings. This is excellent exposure for our brand among one of our primary target audiences – health-minded women in the 25 to 54 age bracket. It's hard to imagine a better fit for a movie placement."
Lifeway Kefir combines the creaminess of a milkshake or smoothie with the tang of yogurt and 10 live probiotic cultures per cup. Those active cultures – two or three times as many as there are in yogurt – are believed to play a role in aiding digestion, boosting immunity, promoting weight loss, fighting lactose intolerance, preventing certain side effects from antibiotics, and helping lower cholesterol.
Lifeway Kefir comes in 10 flavors, including plain, vanilla, strawberry, raspberry, cherry, cappucinno, banana/strawberry, peach, blueberry and pomegranate. Organic, low-fat and no-fat varieties are available.