NEW YORK – Health supplement brand AG1 has significantly expanded its retail footprint, announcing its launch in all Target stores nationwide and on Target.com. This strategic move, which doubles the number of physical locations where AG1 products are sold, marks a major step in the company's year of continued retail expansion. The partnership also introduces AGZ, AG1's nighttime sleep product, to retail shelves for the first time.
"For over 15 years, we've focused on empowering people to take ownership of their health through simple, science-backed daily rituals," stated Kat Cole, CEO of AG1, in an announcement. She emphasized that this expansion reflects the company's commitment to increasing access for more consumers. The launch positions AG1 products, including 7-count and 14-count packs of AG1 and AGZ, along with a "Start Here" kit, on custom endcaps at the entrance of Target's supplement aisles.
Founded in 2010, AG1, formerly known as Athletic Greens, initially focused on a direct-to-consumer (DTC) subscription model, achieving profitability with $600 million in annual revenue by 2024. The brand began its serious foray into retail in 2025, with launches on Amazon and in Costco, followed by The Vitamin Shoppe in January. This gradual approach allowed AG1 to become "a good mass retail partner," Cole explained.
Target's collaboration with AG1 aligns with the retailer's deepening focus on wellness and health-oriented brands. Target has been actively expanding its role as a launch partner for health-focused products, aiming to attract shoppers interested in these growing categories. This strategy helps Target differentiate its offerings and potentially influence consumer behavior.
The expansion comes as the competitive landscape in the supplement industry intensifies. Recent developments, such as the reported $1.2 billion sale of AG1 competitor Grüns to Unilever, highlight the dynamic market. Cole noted that AG1, being profitable, has "its choice of paths" regarding future growth, including potential investment or acquisition opportunities, and that a diversified channel portfolio enhances these options.
