AG! has announced the launch of a new gummy product, the AG1 Essentials Gummies.
The new, fruity-flavoured innovation sees the firm packing 50 nutrients into a daily fibre gummy multivitamin in a single serving of eight candies.
The formula includes essential vitamins A, C, D, E, K2, as well as several B vitamins and minerals such as zinc, magnesium, choline, copper, manganese, among others.
Also present in the new gummy is an 8.9 g Vegetable, Fruit and Prebiotic Complex with tapioca fibre, inulin, fruits, berries, chlorella, spirulina, wheatgrass, matcha, shiitake and other whole-food ingredients, which provides 5 g of prebiotic fibre and micronutrient support.
However, the new gummies are not a simple reformulation of AG1's flagship greens powder — the company said the new product does not contain some ingredients such as probiotics, as they degrade in gummy manufacturing.
Chewable wellness
The launch sees the greens company foray into an increasingly crowded gummy market, trying to emulate the success seen by firms such as Grüns.
Founded in 2023, Grüns has grown quickly as it popularised daily nutrition gummies that go beyond typical multivitamins. The company raised funding at a $500m valuation in 2025 and was then acquired by Unilever for $1.2bn earlier this year.
The new gummy therefore puts AG1 in direct competition with Unilever's purchase — however, Grüns offers more than 20 vitamins and minerals, plus prebiotics, adaptogens, mushrooms and antioxidants.
AG1 will be betting on its brand recognition with consumers from the success of its greens powders helping propel the new line to similar stardom, with gummies removing some of the friction that comes with scooping, mixing and drinking a powder every day.
Convenience has seen the gummy format take over the supplement sector, with the global nutraceutical gummies market currently worth $24bn and projected to reach $47bn by 2030.
The launch broadens the company's portfolio, which has historically centred around AG1’s greens powder. The firm recently unveiled its AG1 Pro in June, which includes creatine and Ca-HMB, as well as a new nighttime supplement, AGZ. Both of these launches were powders.
