THE BATTLE OVER AG1

Influencers are fighting over it. Scientists scoff at it. But the $100-a-month powder once known as Athletic Greens is only getting more popular.

- ELLIE AUSTIN

IF YOU LISTEN to podcasts of any sort, chances are you’ve heard tell of the magical properties of AG1, the moss-green powder formerly known as Athletic Greens—probably in the voice of a host whom you like and trust.

Joe Rogan swears by a morning glass of AG1 as “a science-backed solution for energy, focus, and high performance.” On The Pivot Podcast, journalist Kara Swisher tells listeners that a daily scoop can replace “a ton of other supplements like [a] daily multivitamin, minerals, and probiotics,” while her cohost, New York University professor Scott Galloway, shares that he takes his “with some yogurt and some coconut milk and a few berries.” The neuroscientist Andrew Huber- man on Huberman Lab says AG1 makes him “feel better” and contains “adaptogens to help buffer stress.” Over on New Heights, the chart-topping podcast hosted by Jason and Travis Kelce, the football-playing brothers claim the powder is the result of “a lot of testing” and should be the go-to product if you’re “serious about stepping up your health game.”

Mixed with cold water every morning, a 12-gram scoop of AG1’s $99-a-month supplement ($79 if you commit to a monthly subscription) promises to provide easily ingested “foundational nutrition” comprising “75 minerals, whole-food-sourced superfoods, probiotics, and adaptogens.” As a voice-over explains in one of the company’s sun-dappled video advertisements showing smiling athletic people shooting hoops, climbing trees, and cartwheeling through luscious green fields, AG1 is “here to make healthy habits beautifully easy.”