Lifeway has also hired a sales representative dedicated to the away-from-home market and exhibited at the NRA as part of its strategy to penetrate the foodservice arena.
Beginning this quarter, the Midwest division of Columbia, MD-based U.S. Foodservice, the second largest distributorship in the country according to the 2007 ID Top 50 Report, will make 10 Lifeway products available to customers in the Chicagoland area, including independent and multi-unit restaurants, educational institutions, and healthcare and hospitality facilities. The selection will include three flavors of the Lifeway's ProBugs kefir for children and seven SKUs of the company's 8-oz. single-serve natural and organic kefir.
Lifeway said it expects to expand its presence in the foodservice channel to address other geographic markets.