Since 2010, the company has built its multi-million business on a commitment to marketing a single product direct to consumer, continually updating a now 75-plus-ingredient AG1 Next Gen formula that has come to define the foundational nutrition category.
“As we expand versions of AG1, we’re not by changing what we stand for, but we are giving more people more ways to experience it to fit their routines,” said AG1 CEO Kat Cole, commenting on the launch.
“Building on that expansion, we are launching AG1 Essential Gummies, a simple third-party quality certified gummy designed to cover common nutrient gaps (key vitamins and fiber), built for portability and accessibility, perfect for those on the go or building their routine from square one.”
Gummifying the daily greens proposition
The new offering enters a crowded functional gummy market, driven by consistent consumer demand for convenient, enjoyable formats, where taste, texture and ritual promise to help improve adherence to daily routines.
“Powder offers unmatched capacity and bioavailability, but for those on the go and looking to kickstart their nutritional journey, AG1 Essentials Gummies is a convenient daily nutrition supplement packed with 50 science-backed ingredients, including a multivitamin, prebiotics and whole food sourced nutrients, in eight easy and great-tasting bites,” the product description reads.
While the broader single- and multi-vitamin gummy market is well established, delivering comprehensive daily nutrition in a gummy matrix represents a relatively small but emerging subcategory. The segment shows significant potential for growth as evidenced by the rapid growth of greens gummy brand Grüns and its $1.2 billion acquisition by Unilever earlier this year.
Launched in 2023, Grüns achieved $300 million in annual recurring revenue at 24 months of business and reportedly ships 10 million gummies to one million customers a day, in addition to having a retail presence in over 6,000 brick-and-mortar locations. It has also been widely characterized across wellness media and consumer reviews as the “AG1 of gummies”.
AG1, meanwhile, has grown to approximately $600 million in revenue over the past 16 years—up from close to $160 million in 2021, according to a 2024 projection shared by the privately held company. Under Cole’s leadership, it has continued to emphasize formula science and research while pursuing new avenues for growth. After years of relying on online-only sales, AG1 has begun to expand into brick-and-mortar retail, including a nationwide launch at Costco in 2025 and The Vitamin Shoppe in 2026. It has also tested ready-to-drink offerings at Starbucks and rolled out vending machines in select airports.
Diversifying the portfolio beyond daily greens
The gummies launch quick follows the June launch of AG1 Pro, a creatine-focused formula that responded to both heightened market interest in creatine and the boom in GLP-1 medication use by offering targeted muscle support and gut optimization in a single travel pack serving.
“AG1 Pro is the next chapter in our commitment to empowering our customers’ health journeys,” Cole said at the time. “With over 30% of AG1 customers already stacking creatine, AG1 Pro fulfills this growing demand with an advanced formula, while simplifying supplement stacks into a single comprehensive serving. The launch of AG1 Pro is about giving customers more options alongside AG1 Next Gen so that they can choose the formula, flavor and experience that’s right for them.”
Earlier chapters included the launch of the AGZ Nightly Rest & Restore formula this time last year to support sleep as a fundamental pillar of health, followed by AG Omega3 and AG Omega3 + CoQ10 in June to support healthy aging and cellular aging.
Cole previewed that AG1 Energy+ will join the portfolio later this month, adding plant-based caffeine and L-theanine to the AG1 NextGen formula for energy and focus. The company is also preparing to enter the functional beverage category next year with a AG1 Ready-to-Drink line.
“We know that health isn’t one-size-fits-all, and neither is AG1,” she said. “We’re seeking to empower nutrition and health for everyone by building a line-up that supports different routines, preferences and health goals, all NSF Certified for Sport and pressure tested for quality and dosage efficacy.”
