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Lifeway Enters Non-Dairy Organic Beverage Market With Strategic Acquisition

September 23, 2010: 11:47 AM EST

U.S.-based Lifeway Foods, which produces a cultured dairy beverage known as kefir, says it is buying the assets of N.J.-based Fruit Juice, Inc., a maker of organic juice drinks for children. The purchase price was $220,000. Lifeway entered the children's drinks market with ProBugs, a family of organic kefir drinks, and sees the acquisition as “a strategic diversification into non-dairy-based health beverages.” First Juice drinks are made from organic produce and are lower in sugar than competitive products. The four flavors are sold at Babies R Us, Toys R Us, Whole Foods Market, Ralphs, Amazon.com and Diapers.com. Launched in 2007, the company posted $1.7 million in sales in 2009. The impressive growth in a short time reflects “parents' rising interest in providing their children with natural foods,” according to Lifeway.

"Lifeway Foods Acquires Assets of First Juice, Organic Children's Juice Company", News release, Lifeway Foods, September 23, 2010, © PRNewswire
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