Battling with competition from a wealth of fermented beverages, the US kefir market may have reached its natural ceiling. Sales fell significantly in 2018, prompting the market leader to refresh its business in a bid to restore value to the niche.Faced with a sales slump for her brand and the entire kefir category, Lifeway Foods CEO Julie Smolyansky is taking eveiy possible route to breathe new life back into the business.
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