n – and both AG1 and Goldman Sachs declined to comment.
Why should I care?
For markets: Wellness brands are starting to trade like premium staples.
Large consumer groups have been buying “better-for-you” nutrition brands to bolt on growth. Danone’s agreement to buy Huel for about $1.15 billion and Unilever’s deal for Grüns point to an active pipeline, with other supplement makers also reportedly on the block. If AG1 can land $2+ billion on roughly $600 million of estimated 2024 revenue, it supports the idea that repeat-purchase health products can command higher multiples – especially when retail distribution is already there.
Zooming out: GLP-1 drugs are reshaping the supplement aisle.
As GLP-1 weight-loss drugs spread, many users eat less and focus more on protein, vitamins, and gut health – boosting demand for convenient, “all-in-one” products. That’s nudging big companies to acquire brands that already win online and can scale in stores, rather than build from scratch. AG1 fits that playbook, and its celebrity backers underline how marketing reach is becoming part of the valuation math.
