AG1, the subscription supplement brand built on a single green powder SKU, is rolling out gummies, canned ready-to-drink products, and energy powder variants to capture customers who will never buy powder, according to CEO Kat Cole in an interview with Glossy. Cole stated the company plans "several launches per year" to address the 75 percent of potential customers who reject powder formats outright, no matter the marketing investment.

The expansion follows a decade of revenue growth driven by a one-product model—daily greens powder sold primarily through direct subscription. The new strategy adds shelf-stable RTD cans and gummy formats while keeping the core powder franchise intact. Cole told Glossy the move is not about cannibalizing the existing base but accessing dormant demand the current format cannot serve. Distribution will extend beyond DTC into retail channels that favor grab-and-go and chewable products.

The mechanism is format tolerance, not product superiority. Consumer research consistently shows a segment of wellness buyers who will not prepare powdered supplements regardless of ingredient quality or brand trust. They cite mixing friction, travel inconvenience, or simple texture aversion. AG1's bet is that this segment represents a larger revenue opportunity than converting powder skeptics through education. By offering the same nutrient profile in a gummy or canned drink, the brand eliminates the format objection and competes on brand equity and distribution alone.

The steal for a smaller physical-product brand is straightforward: identify the format friction blocking your next customer tier, then ship the same core offer in that format. A coffee brand selling whole beans can add instant sachets. A protein bar company can launch RTD shakes. A skincare line in jars can roll out squeeze tubes. The product chemistry stays nearly identical; the package removes the adoption barrier.

Start by surveying lost prospects or cart abandoners. Ask one question: "What would make this product easier to use daily?" Answers cluster around prep time, portability, or sensory preference. Pick the most common friction point and prototype a format that solves it. A $3,000 minimum order quantity from a co-packer typically covers an initial gummy or RTD run. Test it as a variant on your existing product page before building separate funnels. If conversion rate on the new format exceeds the original by 20 percent or more, you have confirmed latent demand the first format could not unlock.

List both formats in every retention email and reorder sequence. A portion of your powder customers will switch to gummies for travel; a portion of gummy customers will eventually try powder for cost savings. The goal is not to replace the original SKU but to let the customer choose the version that fits their current context. AG1's approach assumes both formats coexist in the catalog indefinitely, with customers migrating between them based on convenience needs rather than brand preference.

The broader pattern is that physical products often lose more revenue to format rejection than to competitive offers. Customers who want your benefit but reject your package are invisible in acquisition data because they never convert. A second format makes that demand visible and trackable. Ship the variant, measure the lift, and expand the line only if the new format pulls a distinct cohort.