“The sleepy little sister of AG1,” is on the way, according to chief executive officer Kat Cole. 

On Friday, the company known for its foundational greens powder, is announcing its latest product AGZ, which will launch later this summer. This is the first product outside of the brand’s foundational range, which is built around the greens powder and includes additional add-ons like vitamin D and omegas that are more bioavailable when taken in a separate format in conjunction with the greens. The product will be available in a chocolate and chocolate mint flavor. Upon its official launch, another non-chocolate flavor is also coming.

AGZ is a “a nighttime drink that supports restful, restorative sleep and better mornings with clinically studied adaptogens, herbs and minerals,” per Cole. It features ingredients like ashwagandha, l theanine, saffron and different magnesium formats. Cole said the ingredients are “all deeply researched to support calming the nervous system and supporting the body’s natural sleep cycles.“

The powder is formulated to be mixed with four ounces of liquid each night.

“We wanted to formulate it so that it is still a drink. It’s a ritual, but no one wants to drink eight ounces of fluid before they go to bed or many people don’t,“ Cole said. “Powders are still one of the most bioavailable forms of supplementation, so it made sense for us to keep this in our wheelhouse.“

While AG1 has been hyperfocused on its greens, constantly reiterating the formula with new science which led to its latest AG1 Next Gen that launched on May 1, this product addition was a no-brainer.

“This is a massive need state that our customers have brought up to us when we ask ‘What else? What else would you like to see from us?’” Cole said. “This is at at the top very often.” 

That being said, the company’s mission hasn’t changed and this expansion does not mean that the brand will be launching new products on a frequent basis. 

“We’re still about foundational health. AG1 is nutrients and gut health. AGZ is rest and restoration,” Cole said. “For years, we have heard our customer conversations that foundational nutrition is just the beginning and to have an even greater impact, we’re expanding into new areas of foundational health.” 

She added: “Extreme, unusual focus has powered our ability to build this $600 million a year business with just AG1 over 14 years, but our customers have need states beyond nutrients and gut health. Our goal with this new innovation is to develop benefit-driven products that complement the foundation of AG1 to meet more specific customer needs.” 

While its foundational product is available in bulk jars and travel packets, AGZ will launch only in a packet format to start. 

“We know that people who are pretty serious about supporting sleep and restoration are almost as likely to be on the go as they are at home, so it makes sense to start with just travel packs,” Cole said. 

This isn’t the only update the company is working on. In addition to AGZ, the company released AG1 Next Gen, the latest iteration of its greens powder, with four human clinical trials that showcase its efficacy “in closing nutrient gaps and supporting gut health across diverse populations and study designs,“ per the company. It will also into retail for the first time later this summer with AG1.

“We were growing so much over the last few years that I had to keep our focus on investing in that core business and meeting the demands of growth. We were expanding supply chain, investing in more clinical research, building our team of Ph.Ds and academics,” Cole said. “It is a new era, but I hope people will take away that we are still an incredibly focused company.”