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:
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.
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.
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.
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
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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