Lifeway (LWAY)

[Billcoln]

The obvious response to higher milk prices and increased GOGS for Lifeway may have been an easily accomplished remedy at any other time, however the timing was not good for a price increase for the following reason. Coke recently took over distribution of its newly purchased Vitaminwater product line and desperately wants to increase Vitaminwater shelf space asap. Although Vitaminwater is not a direct competitor to Kefir, Coke can make it very attractive to a retailer to give them more shelf space. Lifeway may have decided to forgo an increase and not rock the boat until the Coke/Vitaminwater surge settles. This is just my theory. What do others think?
Bill

http://www.usatoday.com/money/industries/food/2007-05-25-coke-glaceau_N.htm