Lifeist Prepares to Unveil Major Brand Refresh and Product Expansion for Mikra, Highlighting New Collaborations and Cognitive Health Focus
TORONTO, April 01, 2025 (GLOBE NEWSWIRE) -- Lifeist Wellness Inc.(“Lifeist” or the “Company”) (TSX.V: LFST; FRANKFURT: M5B0; OTCMKTS: LFSWF), a leading health and wellness company focused on acquiring, integrating, and building top wellness brands, is excited to share an update on the upcoming brand refresh and product expansion for its U.S. biosciences subsidiary, Mikra Cellular Sciences Inc. (“Mikra”).
Key Highlights:
- Complete brand refresh, including updated logo, packaging, and branding across all assets
- Optimization of Mikra’s business model, streamlined marketing funnel, enhanced customer experience, and implementation of advanced eCommerce automation to drive efficiency and growth
- Expansion of the product portfolio, including three new products and one reformulated offering
- Further growth into the cognitive health space with the José Bautista Collection (previously announced May 6, 2024)
- Expanding into electrolytes, a fast-growing product category in health and wellness
- Repositioning Mikra as a key athlete collaboration platform
Brand Refresh and Product Innovation
Mikra’s transformation is more than a brand refresh—it is a strategic overhaul designed to drive long-term revenue growth and market expansion. While the updated visual identity, website, and product packaging reflect the brand’s evolution, the true impact lies in the structural enhancements beneath the surface. The Company has optimized Mikra’s business model, marketing funnel, and customer experience by implementing advanced eCommerce strategies, automation, and operational efficiencies to improve scalability and profitability. Additionally, a clear market position, cohesive brand messaging, and a targeted product line have been established to foster sustained customer loyalty and strengthen brand equity in the competitive supplement space. These efforts position Mikra for sustainable, compounding growth, unlocking new revenue opportunities and reinforcing its role as a high-growth asset within Lifeist’s portfolio.
This strategic update reinforces Mikra’s commitment to quality and innovation, ensuring a unified and contemporary look that resonates with consumers. As part of this evolution, the Company is introducing three new products, including one with two flavour options, reformulating an existing product to better meet consumer needs, and launching single-serve sachets for convenient, on-the-go use. Additionally, Mikra is expanding into the electrolyte category, tapping into the rapidly growing demand for hydration and wellness solutions.
Cognitive Health and Athletic Collaborations
Building on the success of its product "Focus, " developed in collaboration with six-time MLB All-Star José Bautista, Mikra is further strengthening its position in the cognitive health space. As part of its long-term vision, Mikra is evolving into a premier athlete collaboration platform, leveraging top-tier talent to drive innovation, expand its product portfolio, and enhance consumer engagement.
“The overhaul of Mikra marks a significant milestone in our journey to build a leading health and wellness brand,” said Andrea Judge, CEO of Lifeist. “This transformation is more than just a refresh—it’s a strategic evolution that enhances our market position, optimizes operations, and sets the stage for long-term revenue growth. By refining our business model, strengthening our brand identity, and expanding our product portfolio—including our entry into the high-growth electrolyte category—Mikra is better positioned to meet consumer demand and drive sustainable value. With a clear vision and a commitment to innovation and excellence, we look forward to building on this momentum and unlocking new opportunities for growth.”
The new products and brand refresh are set to launch in April of this year, with ongoing updates to Mikra 's digital presence and products throughout the summer and remainder of 2025.
About Lifeist Wellness Inc.
Sitting at the forefront of the post-pandemic wellness revolution, Lifeist acquires, integrates, and builds top wellness brands that enhance global well-being. Lifeist’s key asset is its U.S. biosciences subsidiary Mikra Cellular Sciences Inc. (“Mikra”), a biosciences and consumer wellness company focused on developing and selling innovative wellness products. For more information, visit: www.lifeist.com.
For further information, please contact:
Andrea Judge
CEO
Lifeist Wellness Inc.
Phone: 647-362-0390
Email: ir@lifeist.com
Matt Coltura
Investor Relations
Phone: 778-886-6200
Email: ir@lifeist.com
Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release or has in any way approved or disapproved of the contents of this press release.
Forward Looking Information
This letter to shareholders contains “forward-looking information” within the meaning of applicable securities laws. All statements contained herein that are not historical in nature contain forward-looking information. Forward-looking information can be identified by words or phrases such as “may”, “expect”, “likely”, “should”, “would”, “plan”, “anticipate”, “intend”, “potential”, “proposed”, “estimate”, “believe” or the negative of these terms, or other similar words, expressions and grammatical variations thereof, or statements that certain events or conditions “may” or “will” happen.
The forward-looking information contained herein, including, without limitation, statements related to the Company’s strategic priorities for 2025. and its expected benefits going forward are made as of the date of this news release and are based on assumptions management believed to be reasonable at the time such statements were made, including without limitation, Lifeist’s ability to take the necessary actions and implement the measures to fulfill its strategic objectives in a timely manner and on an economic basis, including, without limitation, effecting meaningful cost reductions and enhancing its product portfolio, its expectation that the global wellness market will continue to develop, expand and grow as currently anticipated, the global wellness market will continue to be a multi-billion dollar high-margin market, Mikra’s existing products and the introduction of new products and brands will generate additional revenue, expectations that Mikra’s existing products as well as other new nutraceutical products to be developed by Mikra and the Company will gain market acceptance and generate meaningful revenue, as well as other considerations that are believed to be appropriate in the circumstances. While we consider these assumptions to be reasonable based on information currently available to management, there is no assurance that such expectations will prove to be correct. By its nature, forward-looking information is subject to inherent risks and uncertainties that may be general or specific and which give rise to the possibility that expectations, forecasts, predictions, projections or conclusions will not prove to be accurate, that assumptions may not be correct, and that objectives, strategic goals and priorities will not be achieved. A variety of factors, including known and unknown risks, many of which are beyond our control, could cause actual results to differ materially from the forward-looking information in this news release. Such factors include, without limitation: the inability of the Company to execute its business strategy in general and fulfill its strategic priorities for 2025 as currently anticipated, the failure of such strategy and priorities to yield the anticipated benefits for the Company, the Company’s inability to develop successful marketing campaigns for Mikra’s products, and the risk that the expected demand for wellness products in general and those of Mikra in particular does not develop as anticipated . Additional risk factors can also be found in the Company’s current MD&A filed under the Company’s SEDAR+ profile at www.sedarplus.ca. Readers are cautioned not to put undue reliance on forward-looking information. The Company undertakes no obligation to update or revise any forward-looking information, whether as a result of new information, future events or otherwise, except as required by applicable law. Forward-looking statements contained in this letter to shareholders are expressly qualified by this cautionary statement.
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