Lifeway Foods Announces Muscle Mates™: A Breakthrough Functional Beverage with Creatine, Protein and Probiotics Disrupting the Fitness Nutrition Category

Rhea-AI Summary

Lifeway Foods (Nasdaq: LWAY) has announced the launch of Muscle Mates™, a new functional beverage combining 20g protein, 5g creatine, and 12 probiotic cultures. The product aims to disrupt the fitness nutrition category with its triple-benefit formula supporting muscle building, strength, and gut health.

Set to launch nationwide by Q4 2025, Muscle Mates™ will be available in Mixed Berry, Strawberry Banana, and Vanilla flavors. The product launch aligns with significant market growth, as the global creatine supplements market reached $1.11 billion in 2024, with creatine sales surging 300% at The Vitamin Shoppe from 2019 to 2024.

Positive

• Product targets growing creatine supplements market valued at $1.11 billion
• Strong market demand evidenced by 300% sales growth at The Vitamin Shoppe
• Expanding demographic reach with increasing female consumer base (21% of creatine shoppers)
• Nationwide distribution planned through grocery stores, fitness centers, and select retailers

Negative

• Product faces established competition in crowded functional beverage market
• Success depends on consumer acceptance of new product category combination

Insights

CPG Industry Analyst

Lifeway's new Muscle Mates product targets the growing functional beverage market with a differentiated triple-benefit formula of protein, creatine and probiotics.

Lifeway Foods is strategically expanding beyond its core kefir business with the launch of Muscle Mates™, a product that cleverly combines three high-demand nutritional components into a single ready-to-drink format. The 20g protein, 5g creatine, and 12 probiotic cultures formulation represents a differentiated offering in the crowded functional beverage space.

The timing appears opportune, as Lifeway is tapping into the rapidly expanding creatine market, which has reached $1.11 billion globally according to cited research. The 300% sales growth of creatine at The Vitamin Shoppe over five years signals strong consumer adoption. Particularly noteworthy is the company's targeting of the female demographic, where creatine usage is growing but still underrepresented at 21% of buyers.

From a product positioning perspective, Muscle Mates™ bridges the gap between performance nutrition and gut health - a distinction that could provide competitive advantage in both categories. The lactose-free formulation also addresses dietary restrictions that might limit market reach for dairy-based protein drinks.

With nationwide distribution planned for Q4 and multiple flavor options at launch, Lifeway appears positioned to capture holiday season sales momentum. However, success will hinge on execution across pricing, retail placement, and marketing to effectively differentiate from established protein drinks and creatine supplements in an increasingly crowded functional beverage landscape.

MORTON GROVE, Ill., Sept. 8, 2025 /PRNewswire/ -- Lifeway Foods, Inc. (Nasdaq: LWAY) ("Lifeway" or "the Company"), a leading U.S. supplier of kefir and fermented probiotic products that support the microbiome, is proud to announce Muscle Mates™, an innovative, ready-to-drink functional beverage that pairs 20 grams of protein with 5 grams of creatine and Lifeway's 12 live and active probiotic cultures. Set to hit shelves in grocery stores, fitness centers and select retailers nationwide by year-end, Muscle Mates™ is poised to satisfy growing consumer demand for performance-driven, wellness-conscious products.

Triple-Benefit Performance Meets Research-Backed Nutrition

Lifeway Muscle Mates™ delivers a powerful trifecta:

• Protein – builds and repairs muscle
• Creatine – enhances strength, endurance, recovery and cognitive performance
• Probiotics – support gut health and digestion

Creatine has evolved from a niche supplement into a versatile super-nutrient with a wide spectrum of benefits. Recent research has focused on potential benefits for heart health, mental health and Alzheimer's patients. It remains one of the most affordable options available, with decades of scientific research backing its safety and effectiveness.

Exploding Demand, Expanding Demographics

Grand View Research estimated the global creatine supplements market size at 1.11 billion in 2024, with North America as the largest market. Business Insider reports that creatine sales surged 300% at The Vitamin Shoppe from 2019 to 2024, with women now accounting for about 21% of the retailer's creatine shoppers.

Lifeway Meets the Moment

"Muscle Mates™ is an exciting step forward in functional nutrition," said Julie Smolyansky, CEO of Lifeway Foods. "Our goal is to bring together the best of performance and wellness by offering support for strength, recovery, focus and gut health in one convenient and great-tasting format. We see opportunities to serve a wide range of consumers, from athletes and fitness enthusiasts to those simply looking to support their overall well-being. I am particularly eager to highlight creatine's emerging relevance for women, as more are exploring its potential role in energy, performance and healthy aging."

Flavors & Availability

Muscle Mates™ is lactose-free and powered by Lifeway's signature kefir cultures. Launch flavors include Mixed Berry, Strawberry Banana and Vanilla, each crafted to be smooth, satisfying and full of flavor. Every 8oz bottle is portable and protein packed, making it the perfect choice for fueling up before a workout, recovering afterward or supporting strength and gut health anytime. Muscle Mates™ is expected to begin shipping to retailers nationwide in Q4, with new flavors and formats currently in development.

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 a variety of cheeses and a ProBugs line for kids. Lifeway's tart and tangy fermented dairy products are now sold across the United States, Mexico, Ireland, South Africa, United Arab Emirates, and France. Learn how Lifeway is good for more than just you at lifewayfoods.com.

Derek Miller 
Vice President of Communications, Lifeway Foods
Email: derekm@lifeway.net 

Perceptual Advisors
Dan Tarman
Email: dtarman@perceptualadvisors.com

General inquiries:
Lifeway Foods, Inc.
Phone: 847-967-1010
Email: info@lifeway.net

 

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SOURCE Lifeway Foods, Inc.

FAQ

What is Lifeway Foods' new Muscle Mates product and what are its key ingredients?

Muscle Mates is a functional beverage containing 20g protein, 5g creatine, and 12 live probiotic cultures. It's lactose-free and designed to support muscle building, strength, recovery, and gut health.

When will Lifeway Foods (LWAY) launch Muscle Mates and where will it be available?

Muscle Mates is scheduled to launch in Q4 2025 and will be available nationwide through grocery stores, fitness centers, and select retailers.

What flavors will Lifeway's Muscle Mates be available in?

Muscle Mates will launch in three flavors: Mixed Berry, Strawberry Banana, and Vanilla.

How big is the creatine supplements market that Lifeway Foods is entering?

The global creatine supplements market was valued at $1.11 billion in 2024, with North America as the largest market. The Vitamin Shoppe reported a 300% increase in creatine sales from 2019 to 2024.

What is the target market for Lifeway Foods' Muscle Mates?

Muscle Mates targets athletes, fitness enthusiasts, and wellness-conscious consumers, with a particular focus on the growing female demographic, which currently represents 21% of creatine shoppers at The Vitamin Shoppe.