“We’ve created a fitness drink that serves the whole body, including support for digestion and immunity,” said Julie Smolyansky, CEO of Lifeway Foods. “We know the protein, probiotics and nourishment from our kefir will be of great value to TruTribe members looking to get the most of their workouts, and we’re grateful for our likeminded partners at TruFusion.”
The partnership represents the first of its kind for Lifeway Foods, said Lifeway’s Derek Miller told us. The first product will be vanilla flavored, and will offer 21 grams of protein and 12 live and active probiotic cultures. The official launch will happen in February 2019 in Las Vegas TruFusion studios and in Atlanta at the WheelsUp Super Saturday event.
“This is TruFusion’s first co-branded grab-and go-offering as we recognize our members need for convenient probiotic and protein-packed offerings to fuel their bodies pre- or post-workout,” said Steve Rockman, TruFusion’s CMO.
TruFusion, a premier boutique fitness studio, was founded in Las Vegas, NV in 2016 and offers over 65 modalities of fitness and more than 200 classes a week under one roof. Since its launch, TruFusion has sold more than 96 franchises in cities across the U.S., including New York, Austin, Los Angeles, and Philadelphia.
Lifeway has a long history of aligning with active living and wellness events, added Miller, including everything from marathons to yoga retreats. So, although the TruFusion collaboration is its first with a fitness studio, “I view our full line of kefir products as providing great value and benefits for consumers who are looking for a sports nutrition beverage,” he said.
“TruEnergy is created for the fitness-minded consumer, but it’s great for anyone looking for a healthy and clean high protein beverage with probiotics. And at the end of the day, aren’t we all?”