AG1 Expands Product Lineup With Gummies, Energy Powders, and Canned Drinks

After 15 years focused on a single flagship product, health supplement company AG1 is accelerating its growth by launching a range of new formats in rapid succession.

“We’ve spent years building this foundation of the highest quality and most comprehensive supplement that millions of people are drinking,” AG1 CEO Kat Cole told Glossy. “We’re for the people who want the best and the highest quality, and that is now a range of products to meet more people where they are.”

AG1 launched in 2010 with its signature Daily Foundational Nutrition drink mix before rebranding in 2021. Cole took over as chief executive in 2024 after three years as president, quickly rolling out a clinically tested reformulation, expanding retail distribution into Ulta Beauty and Target, and launching a sleep-focused greens powder called AGZ.

Now, AG1 is leveraging its core Daily Foundational mix as a formula base to introduce new formats designed to broaden its consumer base. In June, the company launched AG1 Pro, a variation formulated with additional functional ingredients such as creatine, followed by the rollout of its Essential Gummy supplements.

The move into gummies places AG1 in direct competition with brands such as Grüns—the green gummy brand acquired by Unilever for $1.2 billion in June—alongside competitive offerings from Lemme, Bloom, and Plant People.

As a science-first company backed by clinical testing and third-party certifications including NSF Certified for Sport, Cole acknowledged that introducing a gummy format caught some loyal customers off guard. “They’re not for the same people,” Cole said. “We surveyed our customers, and we have a huge subscriber base, and they are very engaged so we get a lot of information. Less than 10% of our existing AG1 customers use gummies in any form in their routine.”

Instead, Cole views gummies as an entry point for a more casual wellness consumer. “Some people say, ‘Look, I’m not going to stick with a routine unless I have it in a fun format like that,’” Cole said. “That’s 25% of the supplement market right now. If you want to ignore those people, you’re ignoring a big part of the market.”

Cole is also mindful of perceptions surrounding a science-backed brand introducing a product made with cane sugar, which is required for gummy texture and taste. Grüns contains eight grams of sugar per serving, while Lemme contains four. AG1’s new gummies include five grams of cane sugar per serving—matching the sugar content of better-for-you soda brand Poppi, which was acquired by PepsiCo for $1.95 billion last year.

“The criticism that some may have is that ‘gummies are candy’ or ‘cans are just sodas,’” Cole said. “They’re actually a platform of ingredients that make that form and that occasion appealing to some subset of consumers.”

Cole is positioning AG1’s expanding lineup under a “good, better, best” portfolio strategy, planning multiple product debuts per year to keep pace with market demand.

“The storytelling for us is really a job to be done about educating the consumer on what quality they deserve in every form factor, and being very honest about each of those form factors,” Cole said.

Certain delicate ingredients like probiotics cannot survive the manufacturing process of a gummy format, so they were intentionally omitted, Cole noted. She described that as a formulation trade-off most consumers in the category readily accept. This strategy allows AG1 to maintain its high-potency daily drink for core brand loyalists while offering accessible entry points for casual buyers, reflecting broader consumer appetite across the market as seen in recent U.S. beauty and wellness sales.

The company’s product pipeline includes AG1 +Energy, a powder mix launching in late August targeted at pre-workout consumers, followed by a canned, ready-to-drink format planned for release next year.

“The consumer is now looking for many moments to make healthy choices,” Cole said. “If a lot of customers are preferring a form factor, a retailer or an occasion, then we should honor that and bring our quality to them. They deserve more third-party rigor. They deserve our formulation experience. They deserve more efficiency.”