In a recent interview with FoodNavigator-USA (FNU), CEO of Lifeway, Julie Smolyanksky shared that her firm will be entering the CBD market, while the team makes changes in what’s currently being offered. Smolyanksky discussed the nature of Lifeway and how it was natural for her firm to consider CBD. She also explained her viewpoint on why certain Lifeway products did not succeed within the market.
Here’s a brief overview:
Lifeway and CBD have “Innovation and Leading Conversations” In Common
When asked the reason Lifeway is now entering the CBD market, Smolyanksky mentioned how the brand is known for working on “innovation and leading conversations.” She gave the example of the brand’s seller, Kefir, which initially was not a clear concept for consumers, and how it is similar to the way people initially reacted to CBD.
As for the product that Lifeway is introducing to the CBD market, it is none other than the Plantiful + CBD.
CBD To Aid In The Current “Human Rights Issue”
Clearly, as CBD is mentioned, the immediate question to ask is regarding regulation, to which Smolyanksky said that the team remains watchful of the FDA’s moves. She further noted that the benefits of CBD do not stop at health, but could potentially eliminate suffering, hence the reason why she trusts access to CBD is crucial. Here’s as per her quotes:
“I believe this is also a human rights issue. We can reduce the use of opioids and reduce suffering, so it’s our responsibility as leaders in the food industry to have the conversation and make CBD widely available.”
Lifeway’s CBD Line To Tailor Dosage Based On Consumer Need
CBD dosage is one area that still remains unclear. Will a one-size-fits-all dosage work for the general public? As per the CEO, Lifeway will offer an array of CBD products with different dosages. The goal is to understand what factors influence dosage on a nutritional perspective. While she has yet to figure it out, she shared:
“We want to offer options for people for a self-care routine, so they can find products that work for them […] I can it will be from organic, sustainable source, however.”
Dairy Alternatives Pushes Kefir Down the Hill
Smolyanksky justifies the reason why her kefir line recently suffered, and as per the CEO, it has a lot to do with shift in demand from dairy to dairy alternatives. After having studied the market and shifts, Lifeway introduced Plantiful, which the CEO deemed was a “tremendous success.”
The formula for Plantiful is simple: “Americans are looking for more plant-based proteins and consumers are looking for probiotics, so we’ve combined both.”
What Does The Future Hold For Lifeway?
As for what she anticipates the future might look like for Lifeway, she noted that changes in packaging and beverage sizes led to an increase in demand. She further noted that the Plantiful line reached well over 32% YoY given the craze for plant-based yogurt drinks.
To learn more about what Lifeway has to offer, visit https://lifewaykefir.com/plantiful/.