AG1 is going all in on science as it looks to fend off competition in the fast-growing all-in-one nutritional supplement category.
The brand formerly known as “Athletic Greens” has launched AG1 Next Gen, its first product reformulation since 2016.
The new green powder supplement contains added vitamins and minerals and upgraded probiotics, which AG1 says have been shown in clinical studies to support gut health and plug common nutrient gaps – even among healthy eaters.
“AG1 Next Gen is one of the most clinically researched green nutrition powders on the market, with four complete human clinical trials demonstrating the benefits across different populations,” AG1 CEO Kat Cole tells Anthletech News.
Like its previous formulation, AG1 will retail for $79 for a subscription plan and $99 for a one-time purchase.
AG1 is leaning heavily into clinical research under Cole, who took over for founder Chris Ashenden last summer after a three-year stint as the supplement maker’s president and chief operating officer.
On its website, AG1 touts that Next Gen is the brand’s ‘most clinically-studied formula” ever. The website also features a prominently placed “research” tab where consumers can see a breakdown of studies on the powder’s effectiveness. On billboards and street signs in New York City, AG1 has touted its status as a supplement that’s been “Certified for Sport” by NSF, a not-for-profit organization that tests supplements for harmful substances.
“Investing in clinical trials is important because customers deserve more clarity around quality, efficacy and claims in the supplements they choose,” Cole says. “It’s the right next chapter for the supplement industry: more clinical rigor, more third-party certifications, more focus on why customers should trust and believe in your product and the benefits it can provide.
Along with the new launch, AG1 has committed to investing more than $20 million to support future peer-reviewed, independent research, including on all future AG1 products, the company said.
Founded in 2010, AG1 has become one of the most popular brands in the supplement industry, especially among wellness influencers and enthusiasts (Andrew Huberman famously endorses the brand). It sells just one product – a green powder formula combining vitamins, minerals, probiotics and whole-food-sourced ingredients designed to support energy, cognitive function and gut health/digestion.
In 2021, the company changed its name from Athletic Greens to AG1 in a move to highlight the nutritional versatility of its product – it’s marketed as a multivitamin, probiotic and greens powder all rolled into one. The Nevada-based AG1 reached a $1.2 billion valuation in early 2022 as consumer interest in supplements continues to grow.
In an interview with ATN last fall, Cole said AG1 was planning to expand its brick-and-mortar retail presence, including potentially entering the shelves of grocery retailers. In December, the product became available in vending machines at the San Francisco International Airport, with additional launches planned for airports in Chicago, Houston and Oakland.
As AG1 looks to maintain its status as top dog in the all-in-one supplement powder category, the brand will have to fend off competition from well-capitalized upstarts including IM8, a similar all-in-one supplement powder co-founded by David Beckham that officially launched earlier this year. Like AG1, IM8 has pushed science and research as its main marketing tactic, along with a healthy dose of influencer-led content.
Cole is betting that AG1’s status (and institutional knowledge) as a legacy supplement brand will give it an edge over newcomers like IM8, even if both brands rely on science-led marketing.
“Since 2010, we have continued to upgrade the formula based on the latest research to make our one product better, manufacturing AG1 to the highest standard in the industry guided by the latest research,” Cole tells ATN.
