AG1 joins the gummy craze: Why the powder pioneer is suddenly betting on chewable wellness

FastCompany: 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 tomorrow, packing 50 vitamins and minerals into berry-shaped gummies with a fruity flavor evocative of apple and strawberry.

While AG1 Essentials does not contain ingredients like probiotics that degrade in gummy manufacturing, it does include fiber, as well as ingredients designed to cover common nutrition gaps and support immune health, like vitamin D and vitamin C. [Photo: courtesy AG1] On the surface, gummies are a somewhat awkward fit for AG1, which for years has focused on refining its signature all-in-one green powder. The AG1 brand proudly stands for science, rigor, and discipline—a stark contrast to the silliness of gummy leaders like Grüns , with its bear-shaped design and rotating flavors.

“We bring a gummy that does not compromise on quality or taste for convenience,” AG1’s CEO, Kat Cole, says of the company’s foray into the gummy landscape. Like AG1’s green powder, the AG1 Essentials Gummies are NSF Certified for Sport, a designation that indicates that the ingredients on the label have been third-party verified. “When you have a growing double-digit percentage of people who want to supplement their nutrition, but who are choosing a gummy form, then that’s something that, as a leader and as a company, we shouldn’t ignore,” says Cole.

Cole, who has been with AG1 since 2021 and succeeded AG1’s founder, Chris Ashenden, as CEO in 2024, frames the move as part of a broader expansion of AG1’s portfolio. In addition to gummies, for the more casual wellness consumer, AG1 unveiled a version of its green powder with creatine in June, orienting it around the most dedicated of wellness maximizers. Dubbed AG1 Pro, this new formula includes 5 g of creatine monohydrate as well as Ca-HMB, a complementary muscle recovery compound. Cole, perhaps not surprisingly, counts herself among the maximizers. “I like the simplest number of steps for maximum nutrition,” she says.

“So I have completely switched to AG1 Pro. I was already stacking creatine in my AG1 Next Gen, and I don’t need to do that anymore.” That said, she says she has been pleasantly surprised by the number of ingredients that the gummy form factor can hold, while still feeling snackable. “A lot of the gummies in the past were kind of hard and chewy, or they would all clump together,” she says.

“There have been advances in gummy manufacturing and in high-quality ingredients that can be used to make the texture optimally enjoyable.” [Photo: courtesy AG1] Questions about AG1’s future have followed the company since April, when Reuters reported it was considering a sale. The report was published the same week that Unilever announced its $1.2 billion acquisition of Grüns, a deal that underscored the momentum of gummies and other new form factors. AG1, which Cole says is “consistently profitable,” recorded $600 million in revenue in 2024. A business of AG1’s scale is always exploring its options, Cole notes.

Article truncated for readability. Read the full piece →

AG1's strategic pivot to gummies reflects significant industry trends in consumer preferences, making it impactful and relevant, though the move itself is not entirely novel as many brands have already explored similar expansions.