AG1: Simpler Than It Sounds

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Chances are, you’ve seen ads for Athletic Greens, also known as AG1. They’re everywhere—podcasts, social media influencers, you name it.

AG1 is a greens powder packed with over 70 ingredients, primarily freeze-dried vegetable blends. Instead of popping a multivitamin or munching on veggies, greens powders like AG1 claim to offer a more convenient way to ensure you’re getting essential nutrients. The touted benefits include improved energy, gut health, digestion, focus, and immunity—basically, all the things dietitians say come from a balanced diet.

I start my day with AG1 before work. Influencers in yoga gear rave about feeling healthier while holding up a glass of murky green liquid. In recent ads, Hugh Jackman tap dances, much to the annoyance of his neighbors, claiming that the “quality vitamins, probiotics, and superfoods” in AG1 fuel his endless energy for eight Broadway shows a week.

But Jackman isn’t the only one getting a boost. AG1 recently announced its “endorsement” of three student health researchers in a football-themed ad.

“At AG1, we believe that when you’re clinically backed, you should support research that advances science,” a deep-voiced announcer states, as footage of young researchers poses on the 50-yard line rolls by.

The term “clinically backed” is a powerful marketing tool in the wellness industry, often used to imply that a product is scientifically validated. The message is clear: unlike the snake oil salesmen, we prioritize science and research, making us trustworthy.

But what does “clinically backed” really mean?

Scrolling through AG1 videos on TikTok, I come across some skeptical dietitians and health professionals who argue that taking AG1 might just lead to expensive urine. However, the general consensus is that while AG1 may be pricey and multivitamins aren’t necessary for most healthy individuals, the company does invest in research.

Curious about the research, I checked out AG1’s Research Studies webpage. It boldly states, “The next generation of AG1 is clinically backed.” The accompanying text mentions “research” and “clinical discovery,” claiming that their assertions are “substantiated by multiple bodies of research on ingredients and the finished formula.” They assert that the impact of AG1 Next Gen is measurable, accompanied by an image of a hand holding a petri dish-like disc with green powder.

The page is filled with wellness buzzwords like “biomarkers,” “bioavailability,” and “microbiome,” with “clinically” sprinkled throughout. There are explainer blocks featuring phrases like “randomized, placebo-controlled trials” and “gold standard,” along with charts and graphs. Professional headshots of the research team, many with “Dr.” in front of their names, add to the credibility.

After scrolling for what feels like ages, I reach a section labeled “peer-reviewed research,” which lists published studies, brief descriptions, and links.

If I were an average consumer, I might not get this far down the page. But if I did, it would seem pretty legit. As a health tech reviewer, I noticed several red flags before even clicking on a study link.

A common wellness marketing tactic is to pair viral marketing terms with actual scientific concepts. For instance, “superfood” can easily coexist with terms like “probiotics” and “microbiome.” The former simply means “nutrient-dense food,” while the latter two refer to living bacteria and the ecosystem of microbes in your intestines. Add “clinical” and sleek packaging, and it’s easy to convince consumers that your product is more than just a supplement—it’s scientifically validated and therefore trustworthy.

But what’s the purpose of clinical studies for a supplement? While clinical trials are essential for drugs and medical treatments, they aren’t required for supplements, which aren’t regulated by the Food and Drug Administration. If you scroll far enough on AG1’s site, 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. Information on this site is provided for informational purposes only.

“The term ‘clinically tested’ is context-dependent and can represent a wide range of evidence quality. In the vitamins and dietary supplements market, it’s often used as a marketing term rather than a standardized scientific designation,” explains Dr. Julia Adamian, an internal medicine specialist.

“In some cases, ‘clinically tested’ may even rely on customer reviews or limited observational data, which isn’t the most reliable form of evidence, especially when incentives are offered for positive feedback.”

To assess a clinical study’s credibility, Adamian suggests considering:

* Who conducted and funded the study?
* What specific outcomes were evaluated?
* Where were the results published?

That’s a solid starting point. In science reporting, we also look at sample size and methodology. While AG1’s site provides summaries, if you want to truly vet a wellness company’s credibility, reviewing the results yourself is a smart move.

So, that’s what I did.

Among the peer-reviewed journals listed on AG1’s site are Nutrients, Microorganisms, Current Issues in Microbiology, Journal of Functional Foods, Journal of the International Society of Sports Nutrition, and Frontiers. These are indeed peer-reviewed journals, not white papers. (Wellness companies sometimes misrepresent internal research as peer-reviewed, which means it has been evaluated by other scientists.) However, not all peer-reviewed journals are created equal. For instance, Frontiers has faced scrutiny after retracting 122 articles in 2025 for unethical practices.

Regarding funding, all the non-paywalled studies listed were funded by AG1, and several authors were AG1 employees. This is common in the wellness industry, but it raises questions about the independence of the studies.

As for the outcomes, the published studies had clear abstracts and were fairly honest in their findings. In several cases, the results indicated little to no impact from taking AG1.

In one study aimed at measuring the impact on the gut microbiome, researchers found that taking AG1 increased the levels of two probiotic strains—because they were ingredients in AG1. This led to the conclusion that the probiotics reached the intestines. However, the study also found no negative changes in bowel movements, meaning if you were hoping for improved digestion, the results were inconclusive. This study had a small sample size of 30 healthy adults, and individuals with digestive issues were excluded to minimize variables. Therefore, if you have gastrointestinal problems, these results may not apply to you.

In summary, AG1’s published studies suggest that while it likely won’t harm you, it probably won’t change your life either.

But there’s a twist. The published studies pertain to the original formulation of AG1. The flashy graphs and charts at the top of the page reference data from new, unpublished studies for AG1 Next Gen—a reformulated version currently available for purchase.

The only information available for the new “clinically backed” AG1 Next Gen consists of brief summaries presented at conferences last year and footnotes at the bottom of the website. Not all summaries disclose funding, but those that do confirm AG1 financed the studies. In a collapsible menu that’s easy to overlook, AG1 states it may take years to fully publish everything in a peer-reviewed journal.

When I delved into the AG1 rabbit hole, my goal was to assess the truthfulness of its product marketing. Wellness branding often veers into science-washing, which can be tough for the average consumer to spot in the influencer-driven landscape. AG1 has a polished marketing page, and its ads weave a coherent narrative rooted in decades of wellness and supplement trends. Given that research for supplements isn’t mandatory, AG1 is investing significantly to demonstrate that its product does what you’d expect from a freeze-dried spinach powder.

However, labeling it as “clinically backed” isn’t the endorsement many assume it to be. If I were to rate AG1’s trustworthiness, I’d say: This product raises some eyebrows.