Most CPG brands grow by adding products. AG1 grew by refusing to. One product, one price, one channel, $600 million in revenue. The strategic logic behind that decision is one of the most instructive frameworks available to any founder building a functional brand today.

Tens of millions of Americans are on or cycling through GLP-1 medications. The consumer coming out the other side thinks differently about food and drink than the one who went in. Here is what that means for every brand in the market.