Beauty / news
AG1 broadens portfolio with gummies, canned drinks and more as CEO Kat Cole plots rapid expansion
AG1 is moving beyond its signature greens powder with new product launches and wider retail distribution, as CEO Kat Cole targets new customers through multiple formats and a 'good, better, best' strategy.
After 15 years with a single hero product, health supplement brand AG1 has shifted into expansion mode. The company introduced AG1 Pro in June, a variation with added nutrients including creatine, and launched Essential Gummy supplements last week. A sleep-focused formula called AGZ also recently hit the market.
CEO Kat Cole, who took the top role in 2024 after three years as president, said AG1 is aiming to meet consumers at different entry points with a range of formats. The company positions its expanded lineup as offering 'good, better and best' options rather than a one-size-fits-all approach.
AG1 has also pushed into physical retail through Ulta Beauty and Target, extending its reach beyond direct-to-consumer sales. The brand completed a clinically tested reformulation of its original drink mix and underwent a rebrand in 2021.
The new gummies put AG1 in direct competition with fast-growing supplement brands such as Grüns, which was acquired by Unilever for $1.2 billion in June, as well as labels like Lemme, Bloom and Plant People.
Cole said AG1 plans to maintain a rapid pace of innovation, with 'several launches per year' as it builds out a broader product ecosystem. The goal, she added, is to bring more consumers into the fold wherever they are in their wellness journey.