Athletic Greens gets unicorn status
The Future. Leading wellness supplement brand Athletic Greens just raised another $115 million in funding, showing how customized wellness regimens are moving from cult-fad to mainstream. The brand, now valued at $1.2 billion, is on its way toward giving the multifunctional beverage market Red Bull-level recognition.
All in on the wellness marketAthletic Greens’ notable valuation underscores an ongoing uptick in mainstream wellness initiatives in the beverage industry.
Spirits and beer brands are releasing new low and no alcohol options on the daily.
Celsius energy drinks are a newer fan-favorite alternative to Red Bull and Monster, showing up everywhere from the local fitness boutique to VIP Art Basel events.
Functional coffee brands like Four Sigmatic and coffee-alternative MUD/WTR are becoming less niche.
And there’s no sign of these trends slowing down anytime soon.
Going greenDespite its name, Athletic Greens’ premise is that they’re a wellness supplement for everyone, not just athletes and fitness junkies. Founder and CEO Chris Ashenden said, “We see a world where people wake up, brush their teeth, have a coffee, and take AG1.” Based on the hype and the funding to back it, the brand could be the world’s next “Got Milk.”
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