Lifeway Foods Debuts SoHo Pop-Up and Three-City Sampling for 40th Anniversary
LWAY•Lifeway Foods is marking its 40th anniversary and National Kefir Day with a SoHo pop-up shop opening June 19 featuring interactive kefir creations, exclusive merchandise and a VIP preview June 18 hosted by soccer star Rose Lavelle. Sampling events in Miami, Chicago and Los Angeles run June 18-19.
1. SoHo Pop-Up Shop Launch
The Lifeway Kefir Shop will open to the public on June 19 at 21 Greene Street in SoHo, New York, featuring an interactive smoothie bar, curated kefir creations like an Orange & Blue swirl, personalized gear and complimentary product giveaways. Visitors can sample Farmer Cheese, purchase exclusive merchandise and enjoy live DJ sets in a café-style setting.
2. VIP Preview with Rose Lavelle
On June 18, Lifeway will host an invite-only VIP event with soccer star Rose Lavelle serving as celebrity smoothie bartender alongside music by AMRIT and a live performance by Cannons. Guests will receive first access to the pop-up, branded merchandise and product samples ahead of the public launch.
3. Nationwide Sampling Activations
Lifeway Foods will conduct National Kefir Day sampling on June 18-19 across Miami, Chicago and Los Angeles with giveaways, prizes and kefir tastings at beachside fitness events, city landmarks and pop-up stations. The activations aim to introduce Lifeway Kefir and Farmer Cheese to new consumers and reinforce its leadership in the fermented foods category.
