“The sleepy little sister of AG1,” is on the best way, in accordance with chief government officer Kat Cole.
On Friday, the corporate identified for its foundational greens powder, is saying its newest product AGZ, which is able to launch later this summer time. That is the primary product exterior of the model’s foundational vary, which is constructed across the greens powder and contains further add-ons like vitamin D and omegas which might be extra bioavailable when taken in a separate format along side the greens. The product will probably be obtainable in a chocolate and chocolate mint taste. Upon its official launch, one other non-chocolate taste can be coming.
AGZ is a “a nighttime drink that helps restful, restorative sleep and higher mornings with clinically studied adaptogens, herbs and minerals,” per Cole. It options elements like ashwagandha, l theanine, saffron and totally different magnesium codecs. Cole stated the elements are “all deeply researched to help calming the nervous system and supporting the physique’s pure sleep cycles.“
AGZ in chocolate.
Courtesy
The powder is formulated to be combined with 4 ounces of liquid every night time.
“We needed to formulate it in order that it’s nonetheless a drink. It’s a ritual, however nobody desires to drink eight ounces of fluid earlier than they go to mattress or many individuals don’t,“ Cole stated. “Powders are nonetheless some of the bioavailable types of supplementation, so it made sense for us to maintain this in our wheelhouse.“
Whereas AG1 has been hyperfocused on its greens, always reiterating the method with new science which led to its newest AG1 Subsequent Gen that launched on Might 1, this product addition was a no brainer.
“It is a large want state that our clients have introduced as much as us once we ask ‘What else? What else would you wish to see from us?’” Cole stated. “That is at on the prime fairly often.”
That being stated, the corporate’s mission hasn’t modified and this enlargement doesn’t imply that the model will probably be launching new merchandise on a frequent foundation.
“We’re nonetheless about foundational well being. AG1 is vitamins and intestine well being. AGZ is relaxation and restoration,” Cole stated. “For years, now we have heard our buyer conversations that foundational vitamin is only the start and to have a fair higher impression, we’re increasing into new areas of foundational well being.”
AGZ in chocolate mint.
Courtesy
She added: “Excessive, uncommon focus has powered our means to construct this $600 million a yr enterprise with simply AG1 over 14 years, however our clients have want states past vitamins and intestine well being. Our purpose with this new innovation is to develop benefit-driven merchandise that complement the muse of AG1 to satisfy extra particular buyer wants.”
Whereas its foundational product is accessible in bulk jars and journey packets, AGZ will launch solely in a packet format to start out.
“We all know that people who find themselves fairly critical about supporting sleep and restoration are nearly as prone to be on the go as they’re at house, so it is smart to start out with simply journey packs,” Cole stated.
This isn’t the one replace the corporate is engaged on. Along with AGZ, the corporate launched AG1 Subsequent Gen, the most recent iteration of its greens powder, with 4 human scientific trials that showcase its efficacy “in closing nutrient gaps and supporting intestine well being throughout various populations and examine designs,“ per the corporate. It would additionally into retail for the primary time later this summer time with AG1.
“We have been rising a lot over the previous few years that I needed to preserve our deal with investing in that core enterprise and assembly the calls for of progress. We have been increasing provide chain, investing in additional scientific analysis, constructing our group of Ph.Ds and teachers,” Cole stated. “It’s a new period, however I hope folks will take away that we’re nonetheless an extremely centered firm.”
