AG1 & Co: When marketing becomes more important than science

The nutritional supplement industry has a problem. While reputable providers focus on research, transparency, and quality, brands with large advertising budgets – and questionable health claims – are increasingly dominating. A prominent example: AG1 (formerly Athletic Greens) .

More show than substance?

AG1 touts its "next-gen" formula, 80+ ingredients, and "scientifically proven" effectiveness. But a closer look reveals:

• The advertised certificates (e.g. Cologne List, Informed Sport) only prove that the product probably does not contain doping substances – they say nothing about its effectiveness .
• The recipe has been changed several times – according to marketing due to “latest findings”, but in fact probably to improve the company’s image.
• The name change from Athletic Greens to AG1 seems legally clever, but hardly coincidental.

The only study – a fig leaf

In 2024, AG1 published its first "clinical study": 30 participants, four weeks, barely measurable effects. The result? Subjectively slightly improved digestion, otherwise no relevant changes. Two of the authors work for AG1. This cannot be considered independent research .

The damage to the good guys

While AG1 advertises with millions of dollars on podcasts, social media, and YouTube, reputable manufacturers are falling behind. And with them:

• Transparency in dosages
• Evidence-based formulations
• Real impact instead of wellness storytelling

The result: consumers are losing confidence in dietary supplements as a whole – because they feel deceived too often.

What really matters

If you want to supplement sensibly, you don't need an 83-ingredient matrix. Instead:

✅ Common sense – and the need to look behind the marketing scenes
✅ Targeted preparations in therapeutically effective dosages – and above all with high bioavailability
✅ Providers who communicate honestly, transparently and scientifically comprehensible

Conclusion: Appearances are deceptive – and expensive

AG1 costs over €90 per month – for a product whose benefits have not yet been proven. Smarter shoppers invest in targeted micronutrients instead of marketing bubbles.

👉 Do you want to know which supplements really make sense?
Then check out our evidence-based product checks in the Food Files  – or write to us directly.