AG1

COMPLICATED

SUPPLEMENT · Est. 2010

WATCH LIST

PE-backed ($1.2B valuation), extraordinary health claims, opaque formulation, and $200M+ estimated annual influencer marketing spend — watching for FTC action

AG1 is private and founder-led but questions about ingredient efficacy and $80/month subscription model raise transparency concerns

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ORIGIN STORY

Chris Ashenden launched Athletic Greens in New Zealand in 2010. The company rebranded to AG1 in 2022 and became known for aggressive influencer marketing and podcast sponsorships.

VC-BACKED

No parent company on record. Independently owned.

INGREDIENT TRANSPARENCY

OPAQUE

Proprietary blends or significant undisclosed ingredients. Proprietary blend — 75 ingredients with no individual dose disclosure. Extraordinary health claims not supported by peer-reviewed RCTs on complete formula.

HEALTH CLAIM RECORD

AG1 claims to replace 75 vitamins and supplements — all in a proprietary blend where individual ingredient doses cannot be verified as therapeutically effective. No peer-reviewed RCT on complete AG1 formula exists.

FTC concerns · UNDER REVIEW · 2022

CERTIFICATIONS

NSF Certified for SportInformed SportNon-GMO Project Verified