New Yorkers looking for a free wellness-inspired outing can head to SoHo this week as Lifeway Foods celebrates its 40th anniversary and National Kefir Day with a one-day immersive pop-up packed with smoothies, music, giveaways and interactive experiences.
The Lifeway Kefir Shop did open to the public on June 19 at 21 Greene Street in SoHo, offering visitors complimentary custom kefir smoothies, product samples, exclusive merchandise and a chance to discover one of the country’s most popular probiotic drinks. But before the public, the press got a preview, complete with drinks, hors d’oeuvres, a performance by the Cannons, and a chance to meet the company’s CEO and president Julie Smolyansky, who became the youngest female CEO of a publicly held firm when she took over Lifeway Foods at the age of 27 in 2002.
This is all part of a nationwide celebration marking four decades of Lifeway Foods’ leadership in fermented dairy products and honoring National Kefir Day.
Guests can sip specially crafted smoothie creations, sample Lifeway Farmer Cheese, personalize smoothie cups with custom straw toppers and browse exclusive branded merchandise. Visitors will also receive tote bags filled with Lifeway products and other giveaways while supplies last.
Designed as more than just a tasting event, the pop-up transforms the SoHo storefront into a café, smoothie bar and neighborhood gathering space complete with a live New York City DJ, interactive photo opportunities and surprise appearances throughout the day.
“For more than 2,000 years, kefir has been celebrated for its nutrient-rich profile and health-supporting benefits,” the company said while announcing the nationwide celebration. As interest in probiotic and functional foods continues to grow, Lifeway hopes the immersive experience will introduce both longtime fans and first-time visitors to the versatility of kefir.
Smolyansky said National Kefir Day provides an opportunity to celebrate the ancient fermented drink while thanking customers who have supported the brand over the past 40 years.
While SoHo serves as the centerpiece of the anniversary celebration, Lifeway is also hosting National Kefir Day events in Chicago, Miami, and Los Angeles featuring wellness pop-ups, public sampling events and community fitness activities.