Supplement brands must prove their worth.
What’s happening: Nutritional supplement maker AG1 launched Next Gen, an upgraded drink mix featuring four new probiotic strains, plus an upgraded vitamin and mineral profile.
Anchored by four human clinical trials, the brand says its Next Gen formula is proven effective in closing nutrient gaps while also supporting beneficial gut bacteria.
Sure thing. Selling a single product, its marketing of daily nutritional insurance resonates — the company eclipsed $600M in sales last year, growing 3x over three years.
Expanding beyond DTC, AG1 launched airport vending machines and will soon enter brick-and-mortar retail.
Clean up. Responding to criticism of its efficacy, the company’s updated branding will focus on consumer education and transparency, with $20M earmarked for additional nutrition research.
Increasingly discerning ~50% of US/UK consumers cite clinical effectiveness as the top purchasing factor, yet of the 100K+ supplements on the market, only 10–15% can fall back on legitimate studies.
White coats. While AG1 seeks to validate its claims, it’s not the only company vowing to bring science to the supplement aisle.
Matching ingredient lists to promised benefits, Seed’s synbiotic blends were born from extensive clinical trials, while Ritual aims to complete trials on all SKUs by 2030. Scoring brands in personalized stacks, SuppCo quantifies minimal effective dose.
Punchline: Paying for proof to assuage doubters, AG1 will ride R&D into new markets and channels.
