05-27-2026SUBSCRIBER EXCLUSIVE

AG1’s green with envy over the gummy-ification of wellness

So what’s it going to do about it? AG1 CEO Kat Cole tells Fast Company her plan, Grüns CEO Chad Janis explains why he’s winning, and the supplements industry takes sides. Are you Team Powder or Team Gummy?

[Source images: Adobe Stock]

Don’t get AG1 CEO Kat Cole started on the science of gummies. “You can’t put AG1, as it is, in a gummy,” she tells me when we speak in mid-May.

Launched in 2010, AG1 (previously Athletic Greens) is best known for its all-in-one nutritional supplement, a drink-your-greens powder with hints of vanilla and pineapple. AG1 became a defining brand of the early wellness era as it helped bring supplements, now an industry worth $70 billion, into the mainstream.

AG1 packed........

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