Promoting Lifeway Kefir and Farmers Cheese as Food as Medicine
CASE STUDY
OVERVIEW
Marketing For Wellness designed and launched a targeted campaign to position Lifeway Kefir within the Food as Medicine segment. We employed a multi-channel strategy focused on three key pillars:

  • Integration with mission-aligned partners and events, including Food as Medicine Network: Live 2025
  • Community-based sampling and product education
  • Strategic placement in medical and wellness environments through refrigerator installs, cooking demos, and practitioner engagement
At the Food as Medicine Conference in Chicago, we elevated Lifeway’s presence among key stakeholders in healthcare, retail, and nutrition, reinforcing its identity as a leader in gut health probiotic beverages.
At the Food as Medicine Conference in Chicago, we elevated Lifeway’s presence among key stakeholders in healthcare, retail, and nutrition, reinforcing its identity as a leader in gut health probiotic beverages.
EVENT HIGHLIGHTS
Lifeway’s presence at the event included live sampling and educational engagement with healthcare professionals, dietitians, and decision-makers in the wellness and nutrition space.
“
Lifeway Kefir supports gut health and belongs in every daily routine.
Julianna Morse
Food is Medicine Director ,
United Way of New York City
ACTIONABLE INSIGHTS & STRATEGIC DIRECTION
Featuring Lifeway Kefir at the Food as Medicine Conference provided valuable insights that are actively shaping next steps for expanding into health and wellness distribution channels. The event confirmed strong support among dietitians and healthcare professionals, reinforced Lifeway Kefir’s fit within medically tailored meals (MTMs), and highlighted emerging reimbursement pathways. These takeaways are guiding conversations with institutional foodservice partners and informing Lifeway’s positioning within clinical and wellness-focused nutrition programs.
CONCLUSION
Lifeway’s activation at Food as Medicine Network: Live 2025 was a strategic step in expanding its presence at the intersection of gut health and food as medicine.

Marketing For Wellness develops effective strategies and tactics to position Lifeway Kefir in this space through experiential engagement, targeted partnerships, and credibility-driven placement across health and wellness channels.