AG1’s green with envy over the gummy-ification of wellness

# AG1 Faces a Wellness Problem It Can't Easily Fix AG1, the popular green powder supplement that made billions by convincing people supplements were science-backed lifestyle choices, is now watching customers abandon it for gummy vitamins that are way more fun to take. The company's CEO admits AG1's powder formula can't be converted into a gummy without losing what makes it work, leaving the brand stuck while competitors grab market share with candy-like supplements that people actually enjoy consuming daily. It's a classic business problem: the thing that made you successful yesterday becomes a liability when customers' preferences suddenly change.