US: Lifeway Foods expands La Fruta distribution

By: just-food.com | 9 March 2009

Kefir maker Lifeway Foods has expanded distribution of its La Fruta drinkable yoghurt to around 150 'supercenter' stores in California.

This week, Lifeway has also begun shipments to the '99 Cents Only' chain, which operates around 100 stores in the region.

"This is another important market for us to target as consumers continue to shop for bargains in these extremely tough economic times," said CEO Julie Smolyansky. "La Fruta is a brand that we have not recently focused on, but is a brand that we feel can be very strong in targeted markets in this economic climate.

"Additionally, with milk prices at historic lows, and March milk prices being the lowest on record, we really have the opportunity to continue to expand the La Fruta brand as well as our other flagship Kefir brands, which have shown tremendous growth themselves in the first quarter of 2009."

Sectors: Dairy, NPD & innovation, Retail

Companies: Lifeway Foods