Lifeway Foods® Kicks Off Big Game Weekend with Social-First Kefir Campaign Featuring Colston Loveland and D'Andre Swift
Rhea-AI Summary
Lifeway Foods (Nasdaq: LWAY) launched a social-first Big Game campaign debuting a new video starring Colston Loveland and D'Andre Swift on February 6, 2026, and will participate in Taste of the NFL on February 7 to support GENYOUth's End Student Hunger initiative. The brand will serve a kefir-based recipe tied to community nutrition and engagement.
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Key Figures
Market Reality Check
Peers on Argus
Pre-announcement, LWAY was down 0.37% while peers were mixed: WEST up 2.02%, USNA up 1.46%, OTLY down 7.5%, SENEA down 1.36%. Only one peer (BGS, up ~4.09%) appeared on the momentum scanner, suggesting stock-specific rather than sector-driven dynamics.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 30 | Brand partnership launch | Positive | +1.1% | Nationwide Barry’s partnership featuring a kefir-based Power Play shake. |
| Jan 13 | New product launch | Positive | -1.0% | Launch of Probiotic Kefir Butter™ leveraging existing manufacturing capacity. |
| Jan 08 | Preliminary sales outlook | Positive | +0.4% | Projected 2025 net sales range of <b>$211.0M–$212.5M</b> and ICR participation. |
| Jan 07 | Regulatory backdrop | Positive | +2.8% | New U.S. dietary guidelines highlighting kefir and fermented dairy benefits. |
| Dec 19 | Governance commentary | Negative | -1.2% | Shareholder response to proxy advisor board recommendation and governance issues. |
Recent news-driven moves have mostly aligned with the tone of announcements, with one divergence on a product launch.
Over the last several months, LWAY has issued a series of growth- and brand-focused updates. Product and partnership launches such as the Barry’s kefir-packed Power Play shake on Jan 30, 2026 and Probiotic Kefir Butter™ on Jan 13, 2026 showed modest, mixed price reactions. A positive preliminary 2025 net sales outlook on Jan 8, 2026 and supportive federal dietary guidelines on Jan 7, 2026 were followed by small gains. A governance-related communication on Dec 19, 2025 coincided with a mild decline.
Regulatory & Risk Context
An active Form S-3 resale shelf dated Oct 29, 2025 registers up to 3,454,756 shares for potential sale by Danone North America PBC and affiliates. Lifeway will not receive proceeds from these sales but bears certain registration expenses, enabling a selling stockholder to exit or reduce its position over time.
Market Pulse Summary
This announcement highlights Lifeway’s push to leverage major cultural moments with a social-first kefir campaign and participation in Taste of the NFL, tying brand exposure to student nutrition initiatives. It follows recent product launches and a positive preliminary 2025 net sales outlook in the $211.0M–$212.5M range. Investors tracking LWAY may watch how such campaigns influence distribution, consumer engagement, and the company’s ability to sustain growth against a backdrop of governance activity and an existing resale shelf.
Key Terms
probiotic medical
kefir medical
AI-generated analysis. Not financial advice.
Company prepares for a weekend of Big Game activity, culminating in an in-person event supporting student nutrition initiatives nationwide
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.
In addition to the digital premiere, Lifeway Foods supports GENYOUth's End Student Hunger initiative through participation in the Taste of the NFL on Saturday, February 7th, an annual culinary experience benefiting national nonprofit GENYOUth. The event brings together world-class chefs, football greats, and purpose-driven partners to raise awareness and funds for programs aimed at combating student hunger and strengthening nutrition nationwide.
"Game day is about coming together, celebrating and enjoying the foods and traditions that make the moment special," said Julie Smolyansky, President and CEO of Lifeway Foods. "We're excited to share our new commercial and meet audiences where they are: on social media. The goal is to give an extra treat to the fans who are looking forward to the weekend, plus a little something special for our
Smolyansky continued, "Beyond the online entertainment, we're excited to serve Lifeway Coast-to-Coast Whipped Kefir & Farmer Cheese Smoked Fish Dip with Honey Butter Grilled Sourdough Squares at this year's festivities. In The Kefir Cookbook, I explored the ways kefir and farmer cheese can bring flavor, creativity and nourishment to the table for special moments. Drawing inspiration from that theme, I created this recipe with seafood ingredients to honor the teams taking the field this weekend, along with sourdough as a tribute to the host city and honey as a nod to Lifeway's hometown team. It's a meaningful way to celebrate the moment while supporting an event that aligns with our commitment to community impact and helping expand access to proper nutrition for students across the country."
Lifeway's social premiere and support of GENYOUth's mission to end student hunger reflect the brand's continued investment in culturally relevant storytelling, creator engagement and community-focused experiences that connect with health-conscious consumers.
About Lifeway Foods, Inc.
Lifeway Foods, Inc., which has been recognized as one of America's Growth Leaders by TIME, as Dairy Foods' Processor of the Year 2025, one of Forbes' Best Small Companies, and named to Inc.'s 2025 Best in Business list in the Best Challenger Brands category, 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
Media:
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 (LWAY) debuting for Big Game weekend on February 6, 2026?
How is Lifeway Foods (LWAY) supporting GENYOUth during the Big Game week of February 7, 2026?
What product and recipe will Lifeway (LWAY) showcase at Taste of the NFL on February 7, 2026?
Where will Lifeway Foods (LWAY) premiere its Big Game commercial and which platforms will it use?
What is Lifeway Foods' (LWAY) stated goal with its Big Game weekend activities in early February 2026?
