AG1 joins the gummy craze: Why the powder pioneer is suddenly betting on chewable wellness
Who doesn’t love a gummy? Gummies packed with vitamins and minerals have taken over health and wellness aisles, giving consumers a wholesome way to embrace “little treat” culture. These days, you can have your nutrition and your sugar fix, too. Now, the supplement pioneer AG1 is introducing a gummy of its own to this increasingly crowded market. AG1 Essentials Gummies launches today, packing 50…
Wellness brand AG1 is making a bold move into the gummy market, launching AG1 Essentials Gummies that pack 50 vitamins and minerals into berry-flavored treats. CEO Kat Cole, who took the helm in 2024, says the company is responding to a growing demand for convenient supplements and expanding its product line. AG1 Essentials Gummies are NSF Certified for Sport, meaning their ingredients have been third-party verified.
While the gummies do not contain probiotics that break down in the manufacturing process, they do include fiber and ingredients to support immune health, like vitamin D and C. Cole, a longtime AG1 employee, sees the gummy launch as part of a broader strategy to cater to a wider audience of wellness enthusiasts. The company recently introduced a creatine-infused version of its green powder, AG1 Pro, for the most dedicated users.
Cole, a fan of the "simplest number of steps for maximum nutrition," has switched to AG1 Pro herself. Despite some industry speculation about AG1's future, the company remains profitable and is currently valued at $600 million in annual revenue. Cole emphasizes that the expanded product portfolio will keep AG1 "robust and exciting" as it continues to innovate and grow in the multichannel, multiproduct market.
AG1 Essentials Gummies will launch directly to consumers through the company's website before expanding to Amazon and retail stores.
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