AG1 Launches Gummies, Entering a Suddenly Crowded Category

The greens giant is launching its first new product form in 16 years, entering a category that helped turn Grüns into a billion-dollar acquisition target

AG1 is expanding beyond powders with the launch of gummies, its first new product format in 16 years.

AG1 Essentials Gummies deliver 50 nutrients across vitamins and minerals, antioxidants, fiber, greens and whole-food-sourced ingredients. The formula includes B vitamins, vitamin D, choline, magnesium, vitamin C and spirulina, among other ingredients, and is positioned around filling common nutrient gaps and supporting energy and immune health.

A 30-day supply includes eight gummies per day and costs $49.95 with a subscription or $59.95 as a one-time purchase. The product will be sold through AG1’s website and TikTok Shop.

The launch broadens a portfolio that has historically centered on AG1’s flagship greens powder. The company has recently added AG1 Pro, which includes creatine, and AGZ, a nighttime supplement, both of which are powders.

It also puts AG1 into more direct competition with Grüns, which has helped popularize daily nutrition gummies that go beyond typical multivitamins. Grüns offers more than 20 vitamins and minerals, plus prebiotics, adaptogens, mushrooms and antioxidants. AG1 Essentials similarly goes beyond a traditional multivitamin gummy.

Grüns has grown quickly around that proposition. Founded in 2023, the company raised funding at a $500 million valuation in 2025 and was acquired by Unilever earlier this year.

Essentials isn’t a gummy version of AG1’s flagship powder, though. The company says some ingredients don’t hold up well through the heat, pressure and time involved in gummy manufacturing, so AG1 Next Gen and AG1 Pro remain more complex powder formulas with more than 75 ingredients, including probiotics.

The gummy format also reflects a wider shift across supplements, where convenience has become part of the product proposition. Greens powders helped make bundled daily nutrition mainstream, but gummies remove some of the friction that comes with scooping, mixing and drinking a powder every day.