In a significant move to diversify its product line, Lifeway Foods, Inc., a leading U.S. kefir and probiotic product supplier, has announced the launch of Muscle Mates™, an innovative, ready-to-drink (RTD) beverage designed for the burgeoning fitness nutrition market. The new product combines protein, creatine, and probiotics, marking a strategic expansion beyond the company’s core fermented dairy offerings.
Muscle Mates™ is a lactose-free, kefir-based drink that packs a powerful “triple-benefit” formula. Each 8-ounce bottle contains 20 grams of protein, 5 grams of creatine, and Lifeway’s signature 12 live and active probiotic cultures. This blend is engineered to support muscle building, strength, recovery, and gut health in one convenient product.
The launch is timed to capitalize on the rapidly growing creatine supplements market, which was valued at $1.11 billion in 2024. According to market data cited by Lifeway, creatine sales have seen a remarkable 300% surge at retailers like The Vitamin Shoppe in recent years, with a notable increase in the number of female consumers.
“Muscle Mates™ represents an exciting step forward in functional nutrition,” said Julie Smolyansky, CEO of Lifeway Foods. “Our goal is to bring together the best of performance and wellness by offering support for strength, recovery, focus, and gut health in one convenient and great-tasting format.”
The new product will be available in three flavors: Mixed Berry, Strawberry Banana, and Vanilla. Lifeway plans to begin shipping Muscle Mates™ to grocery stores, fitness centers, and select retailers nationwide by the end of 2025. This launch is a key part of the company’s strategy to meet the rising consumer demand for products that offer multiple health benefits in a single, accessible format.