A Superdrink Grift: A Green Drink Adrift

Table of Contents

• Superdrinks in the Science Influencer Space

  • The Celebrity Scientist Factor

  • The Cost of Optimization

  • Control and the Culture of Optimization

• The Original Strategy: Podcast Advertising

• The Contemporary Strategy: Influential Scientists

  • The Wellness Industry's Promises and Pitfalls

  • The Efficacy of Superdrinks

• The Minimum Effective Dose

• The Darker Side of AG1: Key Insights

• The Rabbit Hole of Research

• The Final Word

  • Key Insights by Dr. Rhonda Patrick:

It’s hard to find an article, Youtube video, or an objective scientific study on AG1 that doesn’t feel like a takedown. This isn’t one of them, though it may not immediately come off that way. I will provide my objective view of a product that I, myself, have only once consumed. I will explain why I only consumed it once. Then, I will explain what I believe AG1 to be. But first, here is what you need to know about an industry that is ripe with grifters, fake objective influencers, and excellent marketing.

AG1 just happened to be at the center of it all - for better or for worse.

Superdrinks in the Science Influencer Space

Men's Health is rarely worth a read, its deep dive on superdrinks was incredible. It was less an indictment on AG1 and more of a snapshot of the media and influence that propelled the brand to new heights.

The longevity Youtube influence industry is a grift. The longevity conference circuit is a grift. The products that are moved by these two machines are mostly reasonable to use; the problem is that the person who told you to use them wouldn't have without financial incentive.

The Celebrity Scientist Factor

Eric Su, a 26-year-old entrepreneur and health optimizer, embodies the modern trend of seeking peak performance through superdrinks like AG1, formerly known as Athletic Greens. Su's YouTube review of AG1 in 2023 revealed his mixed feelings about the product. Despite his dislike for the taste, he committed to drinking AG1 daily for three months to observe its impact on his blood biomarker levels and mood. The allure of AG1 and similar superdrinks lies in their promise of comprehensive health benefits, from improved digestion to increased focus, all thanks to a blend of 75 ingredients, including probiotics, ashwagandha root, and reishi mushroom.

Su discovered AG1 through the recommendations of various celebrities, a common path for many health-conscious individuals today.

Influential figures like podcasters Joe Rogan, Tim Ferriss, Peter Attia, and Andrew Huberman have all promoted AG1. This endorsement strategy is not unique to AG1. In 2022, actor Idris Elba invested in Huel, a company selling nutritionally optimized ready-made drinks. That same year, internet personalities Logan Paul and KSI launched Prime, a line of sports beverages and energy drinks. Olympic snowboarder Shaun White endorses Ka’Chava, a superdrink boasting 85 health-promoting ingredients.

The nutritional drink market has seen significant growth, valued at roughly $12 billion in 2021 and expected to rise to $19 billion by 2027. AG1 alone is valued at over $1.2 billion.

The Cost of Optimization

One factor contributing to the high valuation of these drinks is their cost. AG1's subscription service costs $79 a month, while Huel’s complete-meal drink starts at $33.50 per pouch. A 15-serving bag of Ka’Chava is priced at $70, and a 12-pack of Prime costs $29.99, significantly higher than traditional sports drinks. Beyond celebrity endorsements, deeper societal issues drive the superdrink craze, such as a sense of loss of control, lack of self-care, unfulfilled goals, and the desire to find solutions through diet.

Control and the Culture of Optimization

The concept of control in a bottle is not new.

Nutritional drinks like SlimFast in the late 1970s and Soylent in the 2010s catered to those seeking control over their diets. However, AG1 has positioned itself at the forefront of the wellness wave, becoming a status symbol. Chris Ashenden, the founder of AG1, reportedly created the drink to address his nutrient deficiencies and gut issues. Since its launch in 2010, AG1 has been heavily marketed as a comprehensive nutritional solution, with endorsements from body-optimizing influencers like Tim Ferriss. It’s reached a fertile audience:

According to the Men's Health report, Su’s interest in AG1 stemmed from his broader fascination with optimization, a mindset he developed through video games where he spent hours customizing characters and improving stats (ahem). For Su and many others, products like AG1 represent more than just drinks—they are tools for personal enhancement. Despite the unpleasant taste, Su persevered, driven by the belief that optimization involves sacrifices.

The Original Strategy: Podcast Advertising

AG1 originally leveraged the power of podcast advertising to reach a wide audience. Listeners of popular shows like "Pod Save America," "Crime Junkie," "Armchair Expert," and "The Daily" have encountered ads for AG1. The ubiquity of these advertisements led writer and editor Clint Carter to tweet, “The secret to making a successful podcast is you have to use Athletic Greens.” Despite being around for over a decade, AG1's aggressive marketing has made it seem like a new phenomenon.

Athletic Greens sells only one product: AG1, a moss-toned powder that costs $99 for a 30-serving bag and claims to be “all you really need, really.” The drink is not a meal replacement or a pre- or post-workout drink but rather a multivitamin and probiotic in liquid form. Customers are instructed to mix the powder into cold water and drink it daily on an empty stomach. The sleek, emerald packaging and branded bottle add to the ceremonial feel of the experience.

The Contemporary Strategy: Influential Scientists

Influencer partnerships play a crucial role in AG1's marketing strategy. The brand adeptly leveraged the influence of prominent scientists to enhance its market presence and credibility. By aligning itself with well-known figures in the health and wellness space, AG1 has managed to project an image of scientific endorsement and legitimacy. This strategy involves enlisting influential scientists and health professionals, who then promote AG1 in exchange for financial compensation or stock options, a common practice in the supplement industry.

One of the most notable figures associated with AG1 is Andrew Huberman, a neuroscientist and professor at Stanford University. Despite his primary expertise being in ophthalmology and neuroscience rather than nutrition, Huberman has frequently promoted AG1 on his popular podcast and social media platforms.

Similarly, Peter Attia, a physician specializing in longevity and performance, has also endorsed AG1, further amplifying its reach. Both Huberman and Attia reportedly serve as scientific advisors to AG1, roles that likely come with financial incentives.

The endorsements from these respected figures lend AG1 an air of scientific validity, despite the lack of robust, independent research supporting many of its health claims. This tactic capitalizes on the trust and credibility these scientists have with their audiences, effectively translating their reputations into perceived endorsement of the product's efficacy.

Consequently, AG1's marketing efforts gained significant traction above and beyond what resulted from the first era of podcast reads.

However, this practice raises ethical concerns about the authenticity of the endorsements. The financial relationships between AG1 and its endorsers can create conflicts of interest, where the primary motivation for promotion may be financial gain rather than genuine belief in the product's benefits. This dynamic underscores the importance of scrutinizing such endorsements and considering the potential biases introduced by financial incentives.

The Wellness Industry's Promises and Pitfalls

The longevity industry capitalizes on the desire for control over one's health, a trend that intensified during the COVID-19 pandemic. Sales of multivitamins and fish oils surged as people sought ways to boost their immunity.

Athletic Greens has benefited from this trend, raising $115 million in venture capital and achieving a valuation of $1.2 billion in early 2021. However, the purported benefits of AG1, such as promoting gut health and boosting energy, come with a disclaimer that these statements have not been evaluated by the Food and Drug Administration (FDA).

Critics argue that products like AG1 perpetuate the wellness industry's traps, making people feel that their health is entirely within their control. This notion can lead to a slippery slope of self-optimization and dissatisfaction with one's body. Dietitian and author Christy Harrison points out that this drive stems from deeper fears of death and the desire for control, which the wellness industry exploits.

The Efficacy of Superdrinks

Despite the promises, the efficacy of superdrinks remains questionable. Dietitian Alissa Rumsey emphasizes that consuming whole fruits and vegetables is more beneficial than relying on powders and supplements. The human body processes whole foods differently, and the breakdown of ingredients into compounds in these powders may not yield the same health benefits.

Those who can afford to experiment with superdrinks like AG1 often consume sufficient nutrients from their diets. Rumsey notes that most people do not need supplements to meet their nutritional needs. Superdrinks should be viewed as occasional supplements rather than replacements for a balanced diet.

The Minimum Effective Dose

Despite its extensive list of ingredients, AG1 lacks vital nutrients such as iron and vitamin D, which are crucial for optimal health. Iron deficiency, for example, affects a significant portion of the global population, particularly women and children. Athletes, especially female athletes, are also prone to iron deficiency. However, AG1 does not include iron in its formulation. Similarly, vitamin D, essential for various bodily functions and often deficient in many populations, is absent from AG1. Although AG1 offers a separate vitamin D supplement, it is not included in the primary product.

Another issue with superdrinks like AG1 is the bioavailability of their nutrients. Nutrition therapist Jenna Hollenstein highlights the importance of bioavailability—the body's ability to absorb nutrients from food or drink.

Liquids may limit nutrient absorption compared to whole foods, which offer the additional benefit of fiber. AG1's proprietary blends do not disclose specific nutrient amounts, raising concerns about potential nutrient shortfalls or harmful interactions with medications.

The presence of prebiotics and probiotics in AG1 is also questionable. While these components are intended to support gut health, the effectiveness of the strains included in AG1 is uncertain. The human gut contains millions of bacterial strains, and it is unclear whether the two strains in AG1 can meaningfully impact gut flora.

Superdrinks are classified as supplements rather than food, allowing them to bypass strict FDA regulations. AG1's ingredients have third-party certification, but the need for more FDA verification raises questions about their marketing claims. Critics argue that the narrative suggesting food cannot provide adequate nutrition fosters unnecessary fear and reliance on supplements.

Despite the convenience of superdrinks, experts like Men’s Health nutrition advisor Abby Langer, R.D., and nutrition therapist Jenna Hollenstein, R.D., emphasize that they should not replace traditional meals. Whole foods provide essential nutrients and fiber that processed drinks cannot match. Superdrinks can serve as occasional supplements but should not be the foundation of one's diet.

The Darker Side of AG1: Key Insights

🏃‍♂️ Grifter Success: The founder's ability to reinvent himself in the US supplement industry highlights the lack of regulation and oversight.

🛑 Misleading Health Claims: The case of AG1 illuminates the dangers of supplements making unsubstantiated health claims without proper FDA validation, potentially putting consumers at risk.

🤝 Influencer Partnerships: AG1’s success was fueled by partnerships with influential individuals in the health and fitness industry, demonstrating the power of endorsements in driving sales and brand credibility.

🧪 Regulatory Gaps: The text underscores the regulatory gaps in the supplement industry, where companies like AG1 can operate without rigorous scrutiny, potentially compromising product safety and efficacy.

💸 Financial Incentives: The allure of high profit margins in the supplement industry motivates companies to prioritize sales over transparency and consumer safety, leading to questionable practices like misleading marketing and inadequate quality control.

📉 Consumer Vulnerability: Consumers seeking quick fixes for health and wellness may fall prey to companies like AG1 that offer false hope and unproven products, highlighting the importance of critical thinking and due diligence when choosing supplements.

🌿 Transparency Concerns: AG1’s lack of transparency regarding ingredient proportions and quality control raises red flags about the integrity of the company and the safety of its products, emphasizing the need for more transparent regulations and standards in the supplement industry.

The need for more transparency about AG1's ingredients and potential contaminants is concerning. For instance, legal issues related to high lead levels in the product have resulted in a settlement and warnings on packaging in California. Furthermore, allegations of mold in the ingredients have surfaced, although AG1 denies these claims.

The Rabbit Hole of Research

1. Athletic Greens Becomes a Household Name - TheGreatNews.com. https://www.thegreatnews.com/athletic-greens-becomes-a-household-name/

2. Nutritionist examines AG1 and its superior alternative https://www.youtube.com/watch?v=lkMWgP-b46Y

3. The True Story of Athletic Greens (and the Real Estate Scam that Started it All) https://www.youtube.com/watch?v=wb1g-Cbcjwo&t=1143s

4. You Can’t Out Run Athletic Greens - New York Times https://www.nytimes.com/2024/05/24/health/colon-cancer-warning-signs.html

5. Superdrinks Are Full of Promises. Almost All of Them Come Up Empty. - Men’s Health https://www.menshealth.com/nutrition/a61004082/nutrition-health-drinks/ 

6. AG1^® Induces a Favorable Impact on Gut Microbial Structure and Functionality in the Simulator of Human Intestinal Microbial Ecosystem^® Model https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10814853/

7. AG1, a Novel Foundational Nutrition Supplement, Demonstrates the Increased Bioaccessibility and Bioavailability of Minerals Compared to a Multivitamin Tablet In Vitro https://www.mdpi.com/2673-9976/29/1/5

8. What to know about greens powders https://www.mdanderson.org/cancerwise/what-to-know-about-greens-powders.h00-159623379.html

9. Is AG1 (Athletic Greens) Just an Expensive Multivitamin? - Rhonda Patrick https://www.youtube.com/watch?v=qlBQducF4T4

The Final Word

Superdrinks like AG1 have gained popularity through pop-scientist endorsements, societal trends toward optimization, and the promise of convenient, comprehensive nutrition. However, their high cost, questionable efficacy, and reliance on proprietary blends raise significant concerns. Ultimately, while these drinks can complement a healthy diet, they should not replace whole foods.

Key Insights by Dr. Rhonda Patrick:

💡 AG1 is best categorized as a multivitamin due to its limited amounts of superfoods and nutrients. -

💡 While AG1 may have decent micronutrients, it should not be relied upon as a greens or superfood substitute.

💡 The probiotic levels in AG1 are too low to provide significant benefits, acting more like a placebo.

💡 If seeking a convenient multivitamin option, AG1 could be a suitable choice, but not as a greens supplement replacement.

AG1 strategically targets health-conscious individuals who already engage in numerous positive lifestyle habits. These individuals often follow balanced diets, exercise regularly, and are generally aware of their health and well-being. As a result, it becomes challenging to discern whether AG1 is making a significant difference in their health, as any positive outcomes could easily be attributed to their existing healthy practices rather than the supplement itself.

By positioning itself as a comprehensive, all-in-one supplement, AG1 promises to fill any potential nutritional gaps that even the most diligent health enthusiasts might need to pay attention to. The product boasts an extensive list of 75 ingredients designed to support overall health, including vitamins, minerals, probiotics, and adaptogens. This broad spectrum of nutrients appeals to individuals striving for optimization and convenience, making AG1 an attractive addition to their regimen.

However, the challenge lies in proving the supplement's efficacy among this group. These individuals are likely already reaping the benefits of their healthy lifestyles, making it difficult to isolate the effects of AG1. Any perceived improvements in health or well-being could just as easily result from their habits as from the supplement itself.

Despite its promise of comprehensive nutrition, AG1's benefits may need to be more substantial to justify the widespread endorsement it receives from every prominent longevity thinker. While the supplement does offer potential positives, such as convenience and the assurance of covering nutritional bases, more is needed to warrant the extensive attention and endorsement from high-profile health experts. The simultaneous promotion by multiple influential figures often stems more from marketing strategies and financial incentives than groundbreaking health benefits.

While AG1 may provide certain benefits, its impact is challenging to measure among an already health-conscious demographic. The extensive endorsements it garners are likely driven by effective marketing and the appeal of financial incentives rather than unequivocal evidence of its superiority in promoting health and longevity.

Pursuing optimal health remains best grounded in a balanced diet rich in natural, unprocessed ingredients. Additionally, the integrity of the companies behind these products should be scrutinized, as their histories and business practices may only sometimes align with the health benefits they promote.