Kat Cole

She’s Leading a $1.2 Billion Health Drink Brand Into Its Next Era

When Kat Cole assesses her own performance, the new CEO of AG1 asks herself: If a hot shot took over my role, what changes would they make immediately? Why have I not already made those changes myself? This “hot shot” rule has undoubtedly turned Cole into a hot shot herself: She started her career as a hostess at Hooters where she rose through the ranks to become a vice president. Over the next decade, she continued climbing the ladder at FOCUS Brands (now GoTo Foods), which owns a number of beloved franchises, including Auntie Anne’s, Cinnabon, and Carvel. She was COO and President before joining AG1 in 2021. Although AG1 is already valued at $1.2 billion and brings in $600 million in revenue a year selling just one direct-to-consumer product — its signature daily health drink mix — Cole has already laid the groundwork for its next phase of growth. This includes branching into brick-and-mortar and bolstering its good-for-you bona fides amid challenges. In May, the brand launched a new formula, put to the test in multiple gold-standard clinical trials, which showed that the drink improves nutrient levels and enriches the gut microbiome.

By Audrey Goodson Kingo