# AG1 Plans Multi-Format Expansion: Gummies, Canned Drinks, Energy to Capture Wider Customer Base

*CEO Kat Cole outlined plans for several launches per year beyond the brand's flagship powder, targeting new occasions and reluctant powder users.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-08-17.

Canonical: https://www.pops4.com/stash/articles/ag1-2026-08-17t06-3
Subject: AG1
Tags: format expansion, sku strategy, wellness, distribution, product line extension, ag1

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AG1, the subscription wellness brand built on a single green powder SKU, is moving to multiple form factors—gummies, canned drinks, and energy powder—in a bid to capture customers who won't mix powder every morning, according to CEO Kat Cole in an interview with Glossy. The company is planning several launches per year and wider distribution to grow beyond its core subscriber base.

The shift is classic category expansion: same brand equity, new consumption occasions. AG1 built a **$300 million** brand on daily ritual and consistency, but powder limits the addressable market. Not everyone will scoop and shake. Cole told Glossy the new formats target "different moments, different needs"—gummies for travel, canned drinks for grab-and-go, energy powder for a performance variant. Each format opens a new use case without cannibalizing the flagship.

This works because AG1 has already won the positioning battle. The brand spent years educating on comprehensive nutrition and locking in a premium price point. The product change is mechanical—gummy, can, different powder—but the brand promise stays intact. A customer who won't commit to daily powder ritual may still want AG1 in a portable format, and AG1 keeps the revenue. The Glossy interview confirms the company is not pivoting away from powder; it is layering in options to capture different customer segments and occasions within the same nutritional framework.

The mechanism is distribution through SKU multiplication. One product in one format limits shelf presence and customer entry points. Five products in four formats let a brand occupy more physical and mental real estate. AG1 can now sit in the supplement aisle, the grab-and-go cooler, and the energy section. Each format is a separate acquisition vehicle. A customer discovers the canned drink, likes it, and later subscribes to the powder. Cole's "several launches per year" signals an aggressive tempo—new SKUs create new reasons to buy and new retail conversations.

For a small physical-product brand, the steal is simple: test your core product in a second format that solves a known customer friction. If you sell a protein powder, offer single-serve stick packs for the customer who travels or won't buy a tub. If you make a functional snack bar, launch a bite-size version for the customer who wants the benefit but not the full bar. Start with one variant, not five. Use existing manufacturing partners who already run the format—co-packers for gummies, co-manufacturers for canned beverages. Budget **$8,000 to $15,000** for a small MOQ run of a second format. Validate demand with a landing page and email waitlist before committing to inventory. Position the new format as solving a specific use case, not replacing the original. Language: "Same [core benefit], now for [occasion or objection]." Run the new SKU as a separate product page with its own acquisition ads. Track which format converts which customer segment, then double down on the winner. The goal is not to fragment the brand but to remove the format objection blocking a segment of buyers.

AG1's play is high-budget—multiple formats, retail distribution, sustained launch cadence—but the principle scales. Every format is a new door. A one-person brand can open one new door and measure whether it brings in a different customer or just splits the existing base. If the new format grows total revenue without killing the original, you have found a wedge. Keep the brand promise constant and let the product form flex to the customer's buying context.

## The takeaway

Launch a second product format to solve a known customer objection and open a new acquisition channel without replacing your core SKU.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

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