Lifeway Foods Partners with Joe & The Juice to Launch Limited-Edition 'Trust Your Gut' Functional Smoothie

Rhea-AI Summary

Lifeway Foods (Nasdaq: LWAY) announced a strategic collaboration with Joe & The Juice to launch a limited‑edition Trust Your Gut functional smoothie on October 27, 2025. The smoothie uses Lifeway kefir as the cornerstone ingredient and combines strawberries, banana, fiber powder, date purée, beetroot powder, and pea protein to provide a probiotic, protein‑rich option aimed at digestive wellness and on‑the‑go nutrition.

The partnership is positioned to expand Lifeway's foodservice and functional beverage presence nationwide and introduce kefir to Joe & The Juice's primarily Gen Z and millennial customer base; the product is available at all U.S. Joe & The Juice locations for a limited time.

Insights

Consumer Foodservice Partnership Analyst

Partnership expands Lifeway's foodservice reach via a limited Joe & The Juice smoothie rollout; tactical brand extension with uncertain near-term financial impact.

As a collaboration, this places Lifeway Foods ingredients inside a national foodservice chain and exposes the brand to younger customers through a co‑branded product. The business mechanism is straightforward: ingredient placement and brand association can drive trial, incremental unit demand, and awareness beyond retail shelves while validating the kefir application in on‑the‑go formats.

Key dependencies and risks include the limited time nature of the offer, execution at store level, and the lack of disclosed sales, pricing, or distribution economics; these facts limit evidence of meaningful revenue uplift. The partnership helps visibility but does not, by itself, confirm scale or margin benefits.

Watch for three concrete items over the next 3–6 months: reported sell‑through data or batch reorder signals, any expansion beyond the limited run, and formal statements tying the collaboration to distribution or revenue targets. Absent explicit financial metrics, treat this as brand and channel development rather than a direct earnings catalyst.

MORTON GROVE, Ill., Oct. 27, 2025 /PRNewswire/ -- Lifeway Foods, Inc. (Nasdaq: LWAY) ("Lifeway" or "the Company"), the leading U.S. supplier of kefir and fermented probiotic products that support the microbiome, today announced its first strategic collaboration with Joe & The Juice, the global juice and coffee bar chain known for its health-forward menu and strong Gen Z and millennial customer base. Together, the brands have launched the limited-edition Trust Your Gut smoothie, a functional beverage formulated with Lifeway's probiotic and high-quality bioavailable protein-rich kefir.

The partnership marks a significant milestone in Lifeway's growth strategy to expand its foodservice and functional beverage presence beyond retail shelves amid a nationwide surge in creative smoothie collaborations. The Trust Your Gut smoothie reinforces both companies' commitment to delivering convenient, nutrient-dense options that meet the rising consumer demand for products supporting digestive wellness and protein needs. 

Formulated with Lifeway Kefir as the cornerstone ingredient, the smoothie blends strawberries, banana, fiber powdered, date purée, beetroot powder, and pea protein to deliver a nutrient-dense, on-the-go option that promotes gut health, energy, and overall vitality.

"We're proud to partner with Joe & The Juice, a brand that shares our dedication to clean ingredients, functional nutrition, and consumer well-being," said Julie Smolyansky, CEO of Lifeway Foods. "This collaboration allows us to introduce the benefits of Lifeway Kefir to new audiences in a fun, dynamic, experiential setting. It's another step in our mission to make probiotic wellness an everyday ritual for more people."

The partnership reflects Lifeway's continued focus on innovation, category expansion, and brand visibility in high-growth functional food and beverage segments. As consumers increasingly seek convenient ways to nourish their bodies and support the microbiome, Lifeway is positioning its portfolio at the intersection of culture and the global wellness movement.

The Trust Your Gut smoothie is now available at all Joe & The Juice locations across the United States for a limited time.

For more information about Lifeway or its products, visit lifewayfoods.com. 

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. 

About Joe & The Juice
Joe & The Juice is an urban juice bar and coffee concept operating in more than 400 locations across 18 countries. Founded in 2002, the company sells freshly prepared juices, shakes, sandwiches, and coffee using natural and organic ingredients sourced from growers directly. Joe & the Juice's differentiated concept creates a modern, urban, and hip ambiance for on-the-go customers focused on a healthy lifestyle. For more on our authentic and unique brand: www.joejuice.com

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

Perceptual Advisors
Dan Tarman
Email: dtarman@perceptualadvisors.com 

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SOURCE Lifeway Foods, Inc.

FAQ

What is the Trust Your Gut smoothie launched by Lifeway Foods (LWAY) and Joe & The Juice?

A limited‑edition functional smoothie featuring Lifeway kefir, strawberries, banana, fiber powder, date purée, beetroot powder, and pea protein formulated to support gut health and provide protein.

When did Lifeway Foods (LWAY) announce the Joe & The Juice Trust Your Gut collaboration?

The partnership and product launch were announced on October 27, 2025.

Where can investors and customers buy the Trust Your Gut smoothie from Lifeway (LWAY)?

The smoothie is available for a limited time at all Joe & The Juice locations across the United States.

How does the Trust Your Gut smoothie fit Lifeway Foods' (LWAY) growth strategy?

Lifeway frames the collaboration as an expansion of its foodservice and functional beverage presence to reach new consumer audiences beyond retail.

Does the Trust Your Gut smoothie contain probiotics and protein from Lifeway kefir?

Yes. The beverage is formulated with Lifeway kefir to provide probiotic benefits and includes pea protein for added protein.