“AG1 has been one of the most requested brands in our stores, and its arrival at The Vitamin Shoppe reflects our commitment to offering our customers the best in science-backed innovation,” Muriel Gonzalez, president of The Vitamin Shoppe, shared in a press release. “We’re proud to offer easy access to its advanced formulas in our stores across the country.”
She added that The Vitamin Shoppe’s Health Enthusiast associates will provide personalized guidance to help customers understand how AG1 can support their individual health and wellness goals.
AG1 14-count stick pack, AG1 30-count stick pack and AG1 Start Here Kit, which includes a 7-count stick pack, branded shaker and habit journal will be available at over 640 Vitamin Shoppe and Super Supplements locations and on vitaminshoppe.com.
“The Vitamin Shoppe’s history and credibility in the supplement space, and commitment to guidance and education for its customers, make it an ideal partner as we continue to grow the reach and availability of AG1,” said Kat Cole, CEO at AG1.
Cole added that many of AG1’s customers are already shopping at The Vitamin Shoppe, reinforcing why the partnership is an important step in making AG1 more accessible to them.
The Vitamin Shoppe also carries a robust assortment of NSF Certified for Sport products across multiple brands, reflecting its commitment to quality, transparency and third-party testing, said Jack Gayton, vice president and general merchandise manager at The Vitamin Shoppe, told NutraIngredients. This includes AG1, as well as brands like Momentous and The Vitamin Shoppe’s True Athlete line.
Filling a nutrition gap
Americans fall short on Vitamin D, calcium, potassium, fiber, Vitamin E, magnesium and choline, while consuming too many added sugars, sodium and saturated fats, according to the Dietary Guidelines for Americans. Ninety percent of the population do not get enough vegetables, and 80% do not meet fruit guidelines. Consumers need 1.5 to 2 cups of fruit and 2 to 3 cups of vegetables daily.
Originally known as Athletic Greens, AG1 was founded in 2010 to simplify daily nutrition into one supplement. The product was to provide consumers with vitamins, minerals, probiotics and adaptogens, substances they were not necessarily getting from the typical American diet.
In a triple-blind, randomized, placebo-controlled parallel trial funded by AG1 and the U.S. Department of Agriculture published in Current Developments in Nutrition last year, researchers found AG1 consumption significantly reduced nutrient gaps in healthy adults whose fruit and vegetable intake was like the average U.S. adult’s.
Beyond nutrition
AG1 has expanded its range of offerings beyond the nutrition market. Last year the company launched AGZ, a health drink that helps consumers get better sleep. The melatonin-free nightly drink is made with adaptogens, herbal extracts and key minerals that support rest and restoration.
In 2025, AG1 told NutraIngredients that it is expanding into sleep as another fundamental pillar of health. The company’s latest product plays a vital role in cognition, immune health, energy levels, stress management and more, it said.
The company also recently launched AG1 Next Gen, a nutritional powder containing an upgraded methylated B complex, added vitamins and minerals and five clinically studied probiotic strains.
“We’re proud to be setting the bar for quality and scientific rigor even higher, as it’s the right next chapter in the supplement industry,” Cole said at the time.
