AG1 is much less scientific than it sounds

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I’m willing to bet you’ve received an ad for the Athletic Greens team – also known as AG1. They’re impossible to escape on podcasts, and it seems like almost every health influencer on every social media platform has done an ad for them at some point.

AG1 is a green powder containing over 70 ingredients. Most are a mixture of freeze-dried vegetable powder. Essentially, instead of taking a multivitamin or eating actual vegetables, greens powders like AG1 claim to be a more convenient way to make sure you’re getting all the essential nutrients. Suggested benefits are better energy levels, gut health, digestion, focus, and immunity. You know, the things those annoying nutritionists say will come from eating a balanced diet.

I take AG1 first thing in the morning before work. I feel healthier and better in my bodysay the yoga-clad influencers, holding a cup of dark green liquid. in Recent adsactor Hugh Jackman dances, annoying his downstairs neighbors, because the “quality vitamins, probiotics, and superfoods” in AG1 give him boundless energy. he He should Drink it every morning if he wants to do eight Broadway shows a week, Jackman He says With a toothy, friendly smile.

Wolverine isn’t the only one getting a boost. AG1 announced on Football themed advertisement They are “endorsed” by three researchers in the field of student health.

“At AG1, we believe that when you are supported clinically, you should support research that moves science forward,” intones a baritone-voiced announcer, amid footage of young academics standing on the 50-yard line.

None of the other clever, scientific-sounding words were as powerful as “clinically supported.” In the Wild West of health and wellness, you’ll see this description plastered across a sea of ​​marketing materials and falling awkwardly from the mouths of celebrity spokespersons. The implication is simple: unlike snake oil salesmen, we Take an interest in science. we Do your research. we Trustworthy.

But what does “clinically backed” actually mean?

Browsing through AG1’s videos on TikTok, I see some of them Skeptical nutritionists and Health professionals. They say taking AG1 will result in expensive urine. However, the general consensus is that although AG1 may be expensive and multivitamins are not necessary for most healthy people, they are He does Do a lot of research.

What kind of research? To find out, I went to AG1 Studies and research page. I was greeted by huge text that said: “Next Generation AG1 Clinically Supported.” In the accompanying advertisement, there are words such as “research” and “clinical discovery.” Any claims “are supported by multiple research groups on the ingredients and final formulation,” the letter said. I was told that the effect of AG1 Next Gen is Measurable. Next to this lofty propaganda, a hand extends a tablet that looks like a petri dish with a small pile of green powder in the middle.

All over this page, you see health-related buzzwords like “biomarkers,” “bioavailability,” and “microbiome.” Often times, the word “clinical” is sprinkled in nicely. There are little explanatory blocks with more scientific-sounding phrases like “randomized placebo-controlled trials” and “gold standard.” Charts and graphs accompany each section. She showed me professional photos of the research team, many with the name “Dr.” In front of their names and a mixture of letters then looks impressive, indicating their various good intentions. There are more photos of Science and Innovation Advisors.

After scrolling for what seems like an eternity, I arrive at a section titled “Peer-Reviewed Research” which lists every published study, a brief description, and a link.

If you were the average consumer, you wouldn’t have made it this far down the page. If you do, it will look very legit. As a health technology reviewer, there are numerous Red flags even before I click on a single study link.

One classic wellness marketing strategy is to place a viral marketing tag next to actual scientific terms or concepts with the research behind them. In this case, a marketing tag like “superfood” can live comfortably next to terms like “probiotics” and “microbiome.” The first just means “food rich in nutrients.” The latter two refer to a type of live bacteria and ecosystem of microbes that live in your gut. Add the word “clinical” and sleek packaging, and it will be easy to convince everyone that your product is more than just a supplement. It has been scientifically proven and therefore trustworthy.

But what is the goal of clinical studies of a supplement? Clinical trials are necessary for drugs and medical treatments, but are not required for dietary supplements, because they are not supervised by the Food and Drug Administration. Scroll down far enough on the AG1 website, and you’ll find this disclaimer:

These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. The information on this site is provided for informational purposes only.

“The term ‘clinically tested’ depends on context and may represent a wide range of quality of evidence,” says Dr. Julia Adamian, an internal medicine specialist at NYU Langone Health. “In the vitamin and supplement market, it is often used as a marketing term rather than a standardized scientific designation.”

“In some cases, ‘clinical testing’ may rely on customer reviews or limited observational data. As we know, this is not the most reliable form of evidence, especially when incentives are offered for positive feedback.”

To evaluate the reliability of a clinical study, Adamian directed me to some criteria:

This is an excellent start. In scientific reports, we also have some other criteria, such as examining sample size and reviewing methodology. Sure, the AG1 website offers summaries, but if you really want to check the credibility of a wellness company, it’s a good idea to review the results yourself.

Among the peer-reviewed journals listed on its site, it lists AG1 Nutrients, Microorganisms, Current issues in microbiology, Journal of Functional Foods, Journal of the International Society of Sports Nutritionand border. These are actually peer-reviewed journals and not white papers. (Health companies sometimes try to pass off internal research, or white papers, as peer-reviewed, meaning other scientists review the same work.) However, not all peer-reviewed journals are viewed equally. borderFor example, it has many branches and a mixed reputation among academics after it was forced to do so 122 articles retrieved in 2025 for unethical actions such as improperly disclosing conflicts of interest.

About this topic: Of the non-paywalled studies — the average consumer probably wouldn’t subscribe to a scientific journal — all were funded by AG1, and many of the authors were also AG1 employees. This is common in health, but it means that these are not truly independent studies.

As for the results, the published studies had fairly clear summaries and were very honest in their results. I say they were honest because in many cases, the results showed that there was little effect of taking AG1.

in One study Designed to measure the effect on the gut microbiome, researchers found that taking AG1 increased the amount of two strains of probiotics. Because they were components in AG1. They concluded that this means the probiotics reach the intestine. This study also found no negative change in bowel movements. Meaning, if you were hoping this would help you poop better, this study is completely inconclusive. This is partly because this study had a small sample of 30 healthy adults. Anyone with digestive problems was also excluded from the study, which likely reduced variables. This means that if you have digestive problems, these results may not apply to you either.

In short, the published studies for AG1 boil down to this: Taking AG1 probably won’t hurt you. It probably won’t change your life either.

But there is a catch. Published studies are specific to the original formulation of AG1. Fancy charts and charts at the top of the page? They refer to data from newunpublished monographs for AG1 Next Gen – a reworked version of AG1 which you can currently purchase on the site.

The only reviewable information about the new “clinically supported” AG1 Next Gen are brief summaries presented at conferences last year and footnotes at the bottom of the website. Not every summary disclosed funding, but those that did confirmed that AG1 paid for those studies. In an easy-to-scroll collapsible list, AG1 says it could take years to fully publish everything in a peer-reviewed journal.

When I delved into AG1’s rabbit hole, the goal was to examine the honesty of its product marketing. Wellness brands often slip into a scientific wash — and that can be very difficult for the average person to spot in the age of influencer marketing. AG1 has a well-designed and great marketing page. Its ads tell a cohesive story built on decades of health and nutritional supplement trends. Given that no research on nutritional supplements is required, AG1 He is Spending a lot of money to document that their product does what they think freeze-dried spinach powder does.

But describing it as “clinically backed” not so An endorsement that most people believe. If I were to rate the credibility of the AG1, I would simply say: This product is great.