Vitamin Shoppe's Big Bet: AG1 Goes from DTC Star to Retail Staple

SECAUCUS, NJ – January 12, 2026 – In a significant move that bridges the gap between online hype and Main Street access, The Vitamin Shoppe today announced the nationwide launch of AG1. The foundational nutrition supplement, which has built a massive following through a direct-to-consumer (DTC) model, is now available in over 640 The Vitamin Shoppe and Super Supplements retail locations across the country, as well as on the retailer's website.

This partnership makes The Vitamin Shoppe the first national specialty retail partner for AG1, a brand that has become synonymous with high-performance wellness and influencer marketing. For The Vitamin Shoppe, the move is a direct response to overwhelming consumer interest.

"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," said Muriel Gonzalez, President of The Vitamin Shoppe. "As AG1's first national specialty retail partner, we're proud to offer easy access to its advanced formulas in our stores across the country."

The DTC Darling Enters Main Street

The arrival of AG1 on physical retail shelves marks a pivotal moment in a broader industry trend: the migration of successful DTC brands into brick-and-mortar. After achieving staggering growth and over $600 million in sales primarily through online channels, AG1's expansion is a calculated step to capture a wider audience and solidify its market position. This strategy is increasingly common for digital-native brands that, after saturating their online markets, seek new avenues for growth and customer acquisition.

Moving into physical retail allows brands like AG1 to build trust and legitimacy beyond the screen. It provides a tangible touchpoint for consumers who may be hesitant to purchase a premium-priced supplement sight unseen. For many shoppers, the ability to see the product, ask questions, and purchase it immediately without waiting for shipping is a significant advantage. This omnichannel approach has proven successful for other brands, such as supplement company Ritual, which saw substantial growth after expanding from its website to Amazon and an exclusive partnership with Whole Foods.

Kat Cole, Chief Executive Officer of AG1, highlighted the strategic alignment of the partnership. "We know many of our customers are already shopping at The Vitamin Shoppe and this partnership is an important step in making AG1 more accessible to them as they both build and simplify their supplement stack," she stated. Cole added that 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."

Navigating the Crowded Aisle of Foundational Nutrition

AG1 enters a fiercely competitive dietary supplements market, a sector projected to swell from over $192 billion in 2024 to nearly $415 billion by 2033. The “greens powder” category is particularly crowded, with competitors like Bloom Nutrition and Live it Up Super Greens vying for consumer attention on social media and store shelves. In this environment, brand trust and product efficacy are paramount.

AG1 has differentiated itself through a focus on comprehensive formulation and rigorous third-party testing. The product is NSF Certified for Sport®, one of the most stringent independent certification programs in the industry. This certification verifies that the product does not contain any of over 270 substances banned by major athletic organizations, that the contents match the label, and that it has been tested for harmful contaminants. This seal of approval is a critical trust signal for athletes and discerning health consumers alike.

However, the brand is not without its critics. Skepticism often centers on its use of proprietary blends, which list ingredients but not their exact quantities, making it difficult for experts to assess the clinical efficacy of each component. Furthermore, while AG1 points to several company-funded clinical trials showing benefits for nutrient absorption and gut health, some nutrition professionals argue for more independent, peer-reviewed research to substantiate its broad health claims. They also caution that greens powders, however nutrient-dense, should supplement, not replace, a diet rich in whole fruits and vegetables.

This is where The Vitamin Shoppe's role becomes crucial. The retailer's in-store “Health Enthusiast” associates are positioned to provide personalized guidance, helping customers understand the science, navigate the nuances of proprietary blends, and determine how a product like AG1 can fit into their individual wellness routines.

A Strategic Power Play for The Vitamin Shoppe

For The Vitamin Shoppe, securing the exclusive national retail rights to a blockbuster brand like AG1 is a significant strategic victory. The move not only promises to drive substantial foot traffic and sales but also reinforces the retailer’s image as a premier destination for cutting-edge wellness solutions. By stocking one of its most-requested products, the company directly meets customer demand and strengthens loyalty in a competitive retail landscape.

This forward-looking initiative comes at a notable time. While The Vitamin Shoppe’s parent company, Franchise Group, Inc., filed for Chapter 11 bankruptcy in late 2024, The Vitamin Shoppe itself has been described as a healthy and operationally strong business. The bankruptcy was attributed to the parent company’s debt structure, not the performance of the supplement retailer. The AG1 partnership signals that The Vitamin Shoppe is focused on aggressive growth and solidifying its market leadership as it prepares for new ownership and store upgrades.

This exclusive deal provides a powerful competitive advantage, setting The Vitamin Shoppe apart from mass-market retailers and other specialty health stores. It leverages the company's core strengths: a vast retail footprint and a knowledgeable sales force capable of educating consumers on premium, science-focused products.

Consumers can now find several AG1 options in stores, including 14-count and 30-count stick packs for on-the-go convenience, alongside a “Start Here Kit” that includes a 7-day supply, a branded shaker, and a habit-tracking journal. This partnership between a digital powerhouse and a retail veteran illustrates the new, symbiotic relationship required to succeed in the modern wellness market, blending online credibility with the trust and accessibility of a physical storefront.