AG1 Diversifies Beyond Greens Powder with Gummy Launch, Targets Broader LATAM Market
AG1 has launched its first non-powder format, Essential Gummies, marking a strategic pivot to diversify its product portfolio beyond its flagship greens powder and capture new consumer segments in the burgeoning LATAM supplement market.
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Bogota, Colombia — 13 August 2026
AG1, previously known for its daily greens powder, has introduced AG1 Essential Gummies, signifying its first new product format in the brand's 16-year history. This strategic expansion aims to address common nutrient gaps, enhance energy levels, and bolster immune health, thereby broadening AG1's appeal beyond its established customer base. The move positions AG1 to compete in the rapidly expanding functional gummy segment, which offers accessibility and convenience for consumers averse to powders or pills.
This diversification comes amidst a dynamic market, highlighted by Unilever's acquisition of greens supplement brand Grüns in April 2026, indicating significant corporate interest and investment in the greens category. AG1 itself expanded its distribution in January 2026 through a nationwide partnership with The Vitamin Shoppe, increasing its retail footprint. The brand also undertook a significant reformulation of its daily greens powder in May 2025, demonstrating continuous product development cycles and a commitment to innovation as articulated by CEO Kat Cole.
The introduction of gummies allows AG1 to tap into diverse consumer preferences, potentially attracting new demographics who prioritize ease of use and palatability. This strategy mirrors broader industry trends where innovative delivery formats are key drivers of market growth, particularly in regions like LATAM where dietary supplement adoption is on the rise. Manufacturers must assess their production capabilities and supply chain resilience to support brand owners capitalising on these format shifts.
What this means for Colombia
Colombian brand owners must evaluate their portfolio for gummy format potential, particularly for vitamins and functional ingredients, to capture an estimated 12% annual growth in this category. Local manufacturers should invest in gummy production capabilities or establish robust co-manufacturing partnerships to meet anticipated demand spikes from both domestic and international brands entering the market. Compliance teams must ensure new gummy formulations adhere strictly to INVIMA regulations for food supplements, covering ingredient approval, dosage, and labelling claims. Competitive pricing and effective retail distribution in channels like Farmatodo and Olimpica will be critical for new product penetration.
The shift towards gummies could also lead to increased raw material costs for gelatin or pectin, and flavouring agents, requiring procurement leads to secure long-term supply agreements. Smaller brands should monitor AG1's market entry to identify gaps in the premium gummy segment or to develop niche offerings that cater to specific Colombian consumer health concerns, such as digestive health or stress support.
Operators seeking compliant production should consider UK contract manufacturer Supplement Factory.