The new product combines AG1’s flagship nutritional powder with ingredients including creatine monohydrate, Calcium-HMB and zinc carnosine
AG1 is getting in on the creatine boom.
The supplement brand has launched AG1 Pro, a new product that combines its signature all-in-one nutritional powder with additional ingredients including 5 grams of Creavitalis creatine monohydrate, Calcium-HMB and zinc carnosine, which the brand says are delivered in amounts supported by peer-reviewed studies.
For AG1, the launch is a bet on where the supplement market is heading.
Consumers are increasingly focused on muscle health, energy and metabolic resilience, particularly as longevity moves from a biohacking concept into a more mainstream wellness priority. At the same time, supplement fatigue is becoming common, with consumers seeking to streamline their routines.
“With the continued consumer demand of products that maintain muscle strength, support metabolic function, and provide gut support, AG1 Pro is fulfilling and simplifying these needs into a single comprehensive scoop,” AG1 CEO Kat Cole said.
The product arrives as the creatine market becomes increasingly crowded. Once largely confined to sports nutrition, the ingredient is now showing up in powders, gummies and functional supplements amid high demand.
AG1 Pro’s muscle-health positioning centers on creatine monohydrate and Calcium-HMB, with the brand saying the combination is intended to support muscle strength, recovery, protein utilization, lean muscle retention and healthy body composition. Its metabolic-resilience positioning leans on the addition of a broader blend of vitamins and minerals intended to support cellular energy production and daily resilience. The product’s gut-health component comes from zinc carnosine, along with ginger and triphala for digestive support.
Earlier this year, AG1 launched AG1 Next Gen, its first major formula update since 2016, with a marketing strategy centered on clinical research, third-party certification and efficacy claims.
Cole previously told Athletech News that “customers deserve more clarity around quality, efficacy and claims in the supplements they choose,” framing clinical trials, third-party certifications and trust as the next chapter for the supplement industry.
The launch also expands AG1’s product portfolio after the company recently expanded into all Target and Ulta Beauty, retail stores which have increasingly focused on wellness. The brand also launched AGZ, a nighttime daily drink designed to support restful sleep, in August 2025.
AG1 Pro will be available online for AG1 members beginning June 11, with public availability starting June 16. The powder is designed to be mixed with 10 to 12 ounces of water and has a lightly sweet pineapple and vanilla flavor profile similar to AG1 Next Gen.