AG1 Marks First Retail Rollout With Costco After 15 Years In Business

Drinkable greens company AG1 (formerly Athletic Greens) is readying its first-ever brick-and-mortar retail launch, nearly 15 years after the brand debuted selling direct-to-consumer.

The digitally-native business will roll out single-serve stick packs of its trademark green drink powder in an exclusive 40-count box format to all Costco locations nationwide for an SRP of $72.99 each, an AG1 spokesperson told Nosh via email. AG1 said in a release the shift into physical retail was made in an effort to increase the product’s accessibility to consumers.

“This retail partnership marks a significant strategic milestone in our business,” said Kat Cole, AG1 CEO, in a statement. “It is time to expand access to the high quality daily foundation nutrition of AG1 to customers who prefer a physical retail experience. With Costco’s commitment to quality and its unrivaled dedication to members and their experience, we’re proud to take our first step onto shelves with them.”

Cole, who previously served as president/COO and took over as CEO in July 2024 from founder Chris Ashenden, has been tasked with spearheading the company’s “next phase of growth,” which it said will include a global expansion, product innovation, channel growth and a push for higher quality and research standards in the supplement space.

At the beginning of May, AG1 introduced its upgraded AG1 Next Gen formula, backed by four randomized placebo-controlled, human clinical trials as well as a $20 million commitment to continued research in the next three years.

The company, which has focused on one single product offering – a green powder combining vitamins, minerals, antioxidants, five “clinically-studied probiotic strains” as well as prebiotics and more – during its lifespan. Rather than innovating new or complimentary product types, AG1 has remained focused on perfecting its green powder and leaning into pack-size for innovation.

It has also become a case study for nutrition brands growing in a digital era. Since its early days, AG1 has tapped into wellness-focused influencers, athletes and celebrities including Dr. Andrew Huberman, Lewis Hamilton and Allyson Felix. The brand’s investors include names such as Hugh Jackman, Cindy Crawford and Steve Aoki.

The company bootstrapped its way to a $150 million revenue run-rate and did not bring on outside capital until 2021. Less than a year later, AG1 added a second cash infusion of $115 million from venture capital firm Alpha Wave Global, among others, to support its global expansion efforts.

While the news marks a major shift in the company’s growth strategy, a spokesperson declined to specify whether the brand would continue to focus on accelerating its retail footprint this year.

“We’ve been very intentional in choosing our first brick-and-mortar retail partner,” a spokesperson said in a statement. “We know many of our customers already shop at Costco, and we’re proud to take this first step onto shelves with them.”