AG1 Launches Chewable Supplement to Enter Crowded Gummy Market
Supplement company AG1 has introduced its own vitamin gummy, expanding its product offerings beyond its signature powder formula.
AG1, a company known for its all-in-one green powder supplement, has launched AG1 Essentials Gummies, entering the increasingly competitive market for chewable vitamins. The new berry-flavored gummies aim to provide consumers with a convenient way to supplement their nutrition with 50 vitamins and minerals.
CEO Kat Cole stated that the move is a response to a growing consumer preference for gummy supplements. AG1 emphasizes that the product maintains its commitment to quality and taste, while also carrying the NSF Certified for Sport designation, ensuring third-party verification of ingredients. The company views this as an expansion of its portfolio to meet diverse consumer needs.
The gummy formulation excludes probiotics, which are not suitable for the manufacturing process, but includes fiber and immune-supporting nutrients like vitamins D and C. AG1 suggests that advancements in gummy technology have allowed for an enjoyable texture and ingredient integration. This product targets common nutritional gaps for a broader consumer base.
In addition to the gummies, AG1 also released AG1 Pro, a powder version enhanced with creatine and Ca-HMB for muscle recovery, aimed at more performance-focused individuals. The company, which reported $600 million in revenue for 2024, is reportedly exploring strategic options, including a potential sale, while focusing on multichannel and multiproduct expansion.