AG1 Bets on Gummies, Energy Powder, and Canned Drinks to Hit $600M and Beyond

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8.17.2026

Quick Facts

AG1 projects $600 million in annual revenue and profitability in 2024, up from $160 million in 2021.
The brand launched its first new product format in 16 years with AG1 Essential Gummies, sold on its website and TikTok Shop for $49.95 per month on subscription.
AG1 is preparing an energy powder for late August 2026 and a ready-to-drink canned beverage for 2027.

AG1 spent 15 years selling one product. That era is over.

The company, formerly known as Athletic Greens, launched its AG1 Essential Gummies in August 2026, marking its first new product format since its 2010 founding. The berry-shaped gummies contain 50 ingredients including vitamins, superfoods, antioxidants, and fiber. A 30-day supply costs $49.95 on subscription or $59.95 as a one-time purchase.

CEO Kat Cole, who took over the top role in 2024, is driving the expansion. She built the turnaround case on the back of a clinically tested formula reformulation, a retail push, and now a broadening product portfolio.

Product Pipeline

The gummies launch followed June’s release of AG1 Pro, a creatine-focused travel pack formula. Cole said more than 30% of AG1 customers were already supplementing with creatine separately before the product launched.

AG1 Energy+, a powder combining plant-based caffeine and L-theanine with the brand’s core NextGen formula, is set to launch in late August 2026. A ready-to-drink canned beverage line is scheduled for 2027.

The brand also introduced AGZ, a sleep-support powder containing alkalized cocoa, apigenin from chamomile, and holy basil. It comes in chocolate, chocolate mint, and berry flavors.

Retail Push

AG1 operated as a direct-to-consumer subscription brand for its first 15 years. That changed in 2025 when it entered Costco. It has since added The Vitamin Shoppe, Ulta Beauty, and Target in the U.S., as well as Ocado and Healf in the United Kingdom.

The Target partnership doubles the number of physical doors where AG1 is sold, according to Cole. The company has also tested ready-to-drink offerings at Starbucks and placed vending machines in select airports.

Cole said entering retail forced a packaging rethink. The company found it needed clearer benefit and ingredient communication on the front of the pack to convert shoppers who had no prior brand exposure.

Financials and Research

AG1 raised $115 million at a $1.2 billion pre-money valuation in 2022. Revenue grew from $160 million in 2021 to a projected $600 million in 2024. In April 2026, Reuters reported the company was exploring a sale at a $2 billion-plus valuation. AG1 declined to release its 2025 financial results.

The company has committed $20 million to clinical research between 2025 and 2028. It also hired Paulie Dery, formerly of Yeti, as CMO and Dr. Ralph Esposito as Chief Science and Nutrition Officer, both in the last two years.

The global supplement category was valued at nearly $152 billion in 2021 and could reach $300 billion by 2028, according to an NIH report. AG1 is positioning its product expansion and retail push to capture share as that market grows.

The AG1 Essential Gummies carry NSF Certified for Sport status, meaning each batch is tested against more than 280 banned substances. The certification is relatively rare in the supplement category and gives AG1 a credibility edge as it courts new retail buyers and mainstream consumers.