MORTON GROVE, Ill., March 9, 2011 /PRNewswire/ -- Lifeway Foods, Inc., (Nasdaq: LWAY) is celebrating 25 years of active culture with a yearlong anniversary celebration! To launch festivities, Lifeway is hosting "The Lifeway 25th Anniversary Tour," an 11-week, non-stop party from coast to coast. In honor of 1986, the year Lifeway Foods was established, the tour celebrates everything fun and funky about the 1980s. Kicking off at Natural Products Expo West in Anaheim in March, the retro road trip will make weeklong stops in Los Angeles, San Francisco, Seattle, Denver, Dallas, Chicago, Cincinnati, Philadelphia, and Boston. The party will culminate in New York City, with Lifeway Foods CEO, Julie Smolyansky, and CFO, Edward Smolyansky ringing the NASDAQ stock market closing bell in Times Square on May 16.
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Health-conscious families, college students, and fitness enthusiasts alike are invited to the free festivities, which will celebrate the 1980s with an awesome modern twist. Activities include pedaling the customized human-powered blender bikes, blending tasty Lifeway Kefir smoothies, taking a blast-from-the past 1980s-styled photo using green screen technology, participating in digital games and enjoying Foursquare check-in prizes. Guests can also sample Lifeway Kefir's healthy and delicious Lowfat Strawberry, Lowfat Blueberry, Lowfat Pomegranate, and limited edition Lowfat Birthday Cake flavors…all while sporting leg warmers and shoulder pads, of course!
In addition to throwing this "totally rad" party to commemorate 25 years in business, Lifeway Foods will donate a total of $25,000 to Healthy Kids Challenge. Lifeway's goal is to have guests in each city generate 2,500 minutes of pedal power on the human-powered blender bikes within the week. For every minute a guest pedals, Lifeway Foods will donate $1 to the organization, which helps school, community, business, and health leaders take action for kids to eat, move, and enjoy a healthy balance.
"We are thrilled that Lifeway Foods has chosen Healthy Kids Challenge as the beneficiary of their generous donation," said Vickie L. James, R.D., L.D., Executive Director of Healthy Kids Challenge. "Lifeway's donation will enable Healthy Kids Challenge to expand the number of schools and youth organizations we can support with our nutrition education programs in the ten cities the anniversary tour visits. Together we can make a difference in young people's lives."
According to Edward and Julie Smolyansky, CFO and CEO of Lifeway Foods, respectively, "We are beyond excited to reach this milestone in our company history and celebrate with a national 80s themed anniversary party! Because kefir is a nutritional beverage loaded with probiotics, calcium and protein, Healthy Kids Challenge is the perfect partner for Lifeway Foods as we are both focused on nutrition and the importance of living a healthy life."
For more information and tour updates, and "Lifeway's 25th Anniversary Tour" activities in each city, please visit http://www.lifewaykefir.com/tour.
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Marketing Werks – Emily Altman
SOURCE Lifeway Foods