Health supplement company AG1 is expanding beyond its hero product, the Daily Foundational Nutrition drink mix, to build new wellness products. Here's what you need to know:
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AG1 is building products around different wellness occasions. Recent and upcoming launches include AG1 Pro with added nutrients like creatine, Essential Gummies, an AG1 +Energy powder launching in late August, and a ready-to-drink canned product planned for 2027.
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The brand's expansion is designed to reach new types of wellness consumers. Its new Essential Gummies, for example, target more casual supplement users who may not commit to a daily greens drink.
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Science and product quality remain central to its differentiation. AG1 is emphasizing clinical testing, third-party validation, and transparency about the nutritional trade-offs associated with formats like gummies, where certain ingredients such as probiotics cannot be included.
DTC Data on AG1
AG1 is a health and wellness brand best known for its daily greens powder, offering a blend of vitamins, minerals, probiotics, and other nutrients designed to support everyday nutrition. See Charm data about its DTC growth below.
Charm Growth Score: 80.54
Charm Success Score: 96.44
Instagram Followers: 679.7K (+1.5K last month)
Facebook Followers: 292.0K (+2.0K last month)
TikTok Followers: 107.4K
Gender Skew: 56% Female
Dominant Age Bracket: 35-34
Vitamins & Supplements on TikTok Shop
Health is the 4th top-selling category on TikTok Shop, generating $1.3B in U.S. TikTok Shop sales from August 2025 through July 2026.
$1.2B
Vitamin and supplement sales on U.S. TikTok Shop in the last 12 months.
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