The wellness company known for its foundational greens powder, AG1, is set to broaden its product line with the upcoming release of AGZ, a drink designed to promote restful sleep. As CEO Kat Cole announced, this marks a significant step as it’s the first product to venture outside the core offerings centered around the greens powder. Scheduled to launch later this summer, AGZ will be available in delicious chocolate and chocolate mint flavors, with plans for a non-chocolate variant to follow.
AGZ is specifically aimed at supporting sleep and enhancing mornings through the use of clinically studied adaptogens, herbs, and minerals. Ingredients like ashwagandha, L-theanine, saffron, and different forms of magnesium are included to help calm the nervous system and regulate natural sleep cycles. This product embodies Cole’s vision of creating a thoughtful nighttime ritual, emphasizing that individuals often prefer a smaller serving before bed. The formulation is to be mixed with just four ounces of liquid, a practical choice for those looking to unwind without consuming excessive fluid before sleep.
The introduction of AGZ comes as a response to customer demand. Cole noted that over the years, numerous clients have expressed a desire for solutions addressing their sleep challenges. This feedback reinforces the company’s commitment to foundational health—while AG1 focuses on nutrients and gut wellness, AGZ aims to enhance rest and restoration. Cole emphasized that even as the company expands its offerings, their fundamental mission remains unchanged: nurturing customers’ foundational health needs.
Maintaining a distinct focus has fueled AG1’s impressive growth, propelling the business to a remarkable $600 million annually over the past 14 years. Cole pointed out that while foundational nutrition provides a solid start, their customers have expressed needs beyond basic nutrients. By expanding into areas like sleep support, the company is taking a strategic approach to meet evolving customer demands.
Initially, AGZ will launch exclusively in convenient travel packs, catering to individuals who prioritize their wellness both at home and on the go. This decision reflects an understanding of the lifestyle of their consumers, who are often balancing busy schedules. In addition to AGZ, the company is also rolling out the latest iteration of their greens powder, AG1 Next Gen, equipped with clinical trials that validate its effectiveness in supporting gut health and closing nutrient gaps across various demographics.
As the company embraces this new chapter, Cole remains resolute about maintaining focus on their core business while addressing growth demands. The investments made in clinical research, supply chain development, and team expansion are aimed at propelling the brand forward. Despite the new product launches, Cole hopes customers recognize that AG1 stays firmly committed to its foundational health mission, even as it adapts and grows within the wellness market.