Lifeway, the market leader in US kefir, is “disrupting the fitness nutrition category” by launching the country’s first dairy product with creatine, hoping to tap into the emerging creatine trend.

Creatine has experienced a surge in consumer interest lately, fuelled by social media, and interest in creatine is now extending beyond exercise as scientists have started to uncover potential links between creatine and cognition, energy, and hormone health.

Indeed, Lifeway’s launch – named Muscle Mates – highlights the ingredient’s potential for cognitive health as one of the four benefit areas of creatine. The brand says that “Creatine has evolved from a niche supplement into a versatile super-nutrient with a wide spectrum of benefits. Recent research has focused on potential benefits for heart health, mental health and Alzheimer's patients.”

Much of the focus in the marketing of Muscle Mates is however on the ingredient’s more established health benefits, such as its potential to build muscle and improve physical performance. With kefir cultures as a key ingredient, Muscle Mates is also promoted on a digestive wellness platform.

Announced in September 2025, the brand calls the range “a powerful trifecta” of protein, creatine and probiotics. One 240ml serving delivers 20g of protein and 5g of creatine, along with 12 active cultures. The product is lactose-free and comes in 3 flavours: Mixed Berry, Strawberry Banana and Vanilla.

Muscle Mates is expected to reach US retailers by the end of 2025. 

Interested in learning more about the creatine trend and how to apply it to your own strategy? Click here!