AG1 review (UK): what £79 a month buys

Updated 9 September 2026. The April version of this review read the US label. The UK and EU label is different in ways that matter, our own analysis of it came back with a lower transparency score, the price has moved during the year, and AG1 has launched a second product and picked up a lawsuit. The changes are marked below.

AG1's marketing has long leaned on the idea that the formula is the product of careful, iterative refinement. A widely shared Facebook post in 2022 framed it as "perfected over the course of a decade, 52 iterations." More recent copy on the company's own site describes the product as having been "continuously upgraded" since 2010.

In May 2025, AG1 launched AG1 Next Gen. The company called it their "most significant innovation yet." Industry press described it as the first major reformulation of the product in about 15 years.

You can hold both stories in your head at once, but they sit awkwardly together. If the formula had been perfected 52 times, what made May 2025 the most significant innovation yet?

I have spent more time looking at the AG1 label than I would like to admit. Most people who buy it have never read past the front of the pouch. That is not a criticism. The front of the pouch is the only part designed to be read. The rest is doing a different job.

This is a careful look at what is in the AG1 sold in the UK, what the reformulation changed, and where the marketing language and the clinical evidence stop matching up.

AG1 review UK: the short version

AG1 costs £79 for a 30-day subscription pouch in the UK, or £2.64 per serving, as of 9 September 2026. Our label analysis of the UK and EU Next Gen label, run in August 2026, gave it a transparency score of 41 out of 100. Of 73 active ingredients, 31 carry a stated amount. The other 42, almost all plant powders and extracts, are listed as sources of vitamins with no amount of their own. Of the 28 ingredients we could assess against evidence, 11 sit below the amounts the research used. Those figures describe disclosure and dose comparison, not whether the finished product will produce a health benefit. The rest of this review explains what changed, what the label makes clear, and where uncertainty remains.

What "Next Gen" changed

Per AG1's own announcement, here is what is different in the May 2025 reformulation:

• Total ingredient count rose from 75 to 83
• Probiotic dose rose from 7.2 billion CFU across 2 strains to 10 billion CFU across 5 strains
• Scoop size grew from 12g to 13g
• Vitamin B12 in the US product jumped from 22µg to 400µg, a sixteen-fold increase
• The taste was tweaked to be slightly sweeter

The B12 jump was the one worth pausing on in April, and it still is, with a correction. The 400µg figure is the US label. The UK and EU label, which is what you receive if you order from the UK site, states 50µg of vitamin B12 as methylcobalamin, which the label itself puts at 2,000 per cent of the UK reference intake. That is still a large dose relative to the 1.5µg a day the NHS says adults need, but it is an eighth of what the American pouch contains. AG1 has not publicly explained either figure. ConsumerLab's review of the US formula flagged the 400µg specifically, noting that very high B12 doses have been associated in some observational data with acne, rosacea, and a possible signal for colorectal cancer in older adults.

The probiotic change is more interesting on paper. Going from two strains to five (Lactobacillus rhamnosus GG, L. acidophilus NCFM, Bifidobacterium lactis HN019, L. casei LC-11 and L. plantarum LP-115) is a meaningful upgrade, and the UK label states the CFU count for each strain. 10 billion CFU is in the right range for clinical activity. This is the part of the reformulation that is better, and it is not in dispute.

Everything else is iteration without explanation. Eight more ingredients. A slightly bigger scoop. A sweeter taste.

AG1 ingredients: what the UK label discloses

This section is the one that changed most since April, so it is worth being precise about why.

In April I ran the US Next Gen label through De-Influenced and it scored 71 out of 100, with a perfect score for dose disclosure. The US label prints an amount for every ingredient. On that basis I gave AG1 credit for retiring proprietary blends, and that credit stands for the American product.

In August I ran the label AG1 publishes for the UK and EU, the one on the pouch that arrives if you order from drinkag1.com in this country. It is a different document. The public claim check is live and the headline number is a transparency score of 41 out of 100.

Here is what the UK label does and does not tell you:

• 31 ingredients have a stated amount. All the vitamins and minerals, fibre, alpha lipoic acid at 42mg, CoQ10 at 50mg, choline at 20mg, inositol at 100mg, rutin at 20mg, and the five probiotic strains with their individual CFU counts. That part is genuinely clear, and better than most of the shelf.
• 42 ingredients have no amount at all. Spirulina, chlorella, barley grass, wheatgrass, reishi, shiitake, milk thistle, eleuthero, dandelion, artichoke, astragalus, grape seed, bilberry, and the rest of the greens and adaptogen list. On the UK label they appear inside brackets as the sources of a vitamin: "Vitamin C (from L-ascorbic acid, citrus flavonoids, barley leaf powder, wheatgrass powder, hawthorn berry extract...)". You are told the vitamin C adds up to 420mg. You are not told how much barley grass, or reishi, or milk thistle is in the scoop.

That is the whole greens-and-adaptogens half of the product, the half the name and the marketing are built on, with no dose. It is not called a proprietary blend on the UK label, and AG1 is within the rules in presenting it this way. But the effect on a shopper is the same as a blend: the ingredients that make it "more than a greens powder" cannot be compared with any study, because you do not know the amount.

Dose disclosure therefore scores 21 out of 50 on the UK label rather than 50. Ingredient specificity scores 5 out of 35, because most of those plant ingredients are named without a form or standardisation. Label clarity scores the full 15 out of 15: there are no fillers and the label is easy to read. It is honest about the wrong half.

To AG1's credit, some form information is published on the website. Dig into the ingredient detail pages and you will find that the magnesium is magnesium bisglycinate, a chelated form with good bioavailability. That is a reasonable choice. The question is why the form is not on the label itself, where most customers will look, rather than a few clicks deep on a product page. Transparency that requires a site search is partial transparency.

Then the tool ran the per-ingredient dose check on the 28 ingredients it could assess:

• 17 at or around the amounts the research uses. Vitamin C at 420mg, zinc at 10mg, the B vitamins, and the five named probiotic strains at appropriate CFU counts. These are real wins for AG1.
• 11 below the amounts the research uses. The headline misses:
  • Magnesium at 57mg. Clinical doses sit between 200mg and 400mg depending on the form and the use case. AG1 delivers between 14 and 28 per cent of what the research uses.
  • Calcium at 120mg. The adult requirement is around 1,000mg per day. AG1 supplies 12 per cent.
  • CoQ10 at 50mg. The clinical evidence base for CoQ10 (energy, statin-related muscle pain, mitochondrial function) uses 100mg to 200mg. AG1 sits at exactly half the lower end.
• The 42 plant ingredients could not be assessed at all, because there is no amount to compare.

Our report's own one-line reading of the UK product: a pricey multivitamin in greens clothing, not a felt upgrade.

The dietitian Abbey Sharp made the same point in different language in her 21 February 2024 review: "Most of the functional ingredients listed on labels have clinical doses of 1 to 10 grams each, and since a scoop of powder is generally in the 10 to 15 gram range, it's highly unlikely you're getting clinically relevant doses of most of the ingredients." Maddie Pasquariello RD told the Boston Globe in April 2026 that "ingredients that they're claiming are the active ingredient in the product are often included at sub-clinical values."

In the US, AG1 has stopped hiding the doses. In the UK, it has stopped hiding the vitamin doses. What the disclosed numbers show is that the marketing of AG1 as a foundational nutritional product is doing more work than the formulation supports.

The trials are real. The independence is not.

AG1 launched Next Gen alongside four placebo-controlled human trials. They cite this as proof that the new formula works.

The trials are real. They are also small, short and funded by the company that sells the product.

The largest of the four had 105 participants over 12 weeks. Two were two-week crossovers with 20 and 24 participants respectively. The fourth was an eight-hour crossover with 16 participants on acute nutrient bioavailability.

The Tinsley et al paper, published in the Journal of the International Society of Sports Nutrition in 2025, includes the following disclosure: "P.S., J.T., C.E., T.K., L.N., and R.E. disclose that they are employees of AG1. This research was funded by AG1 (Carson City, NV, USA)." Six of the authors work for the company that paid for the study.

The Gonzalez et al paper published in Frontiers in Nutrition in April 2026 is more interesting. It found that AG1 "did not produce large, global shifts in microbial alpha or beta diversity." That is the finding from a trial AG1 funded and that AG1 employees co-authored. Selective changes in specific bacterial strains were observed. A meaningful shift in overall gut microbiome diversity was not.

New since April. The UK homepage now leads with the line "AG1 is clinically shown to enrich the gut microbiome by 10x on average", footnoted to those same trials. Read the footnote. It says the studies "were conducted on a similar version of AG1's continually evolving formulation" and that "the transferability of the study results is ensured because of comparable ingredients and amounts." In plain English: the trials were not run on the product now in the pouch, and the company is asking you to take its word that the difference does not matter. Set that against the published finding of no large shift in diversity, and "10x" is a number that needs a definition the page does not give.

Dr JoAnn Manson, professor of medicine at Harvard Medical School and chief of the division of preventive medicine at Brigham and Women's Hospital, questioned the rigour of AG1's small trials in Fortune's January 2025 investigation by Ellie Austin: "These are very small randomized trials. Just as a comparison, we do large-scale randomized clinical trials of many dietary supplements. For a multivitamin, we did a randomized control with 15,000 participants for 11 years to document that there was, in fact, a significant reduction in cancer incidence when taking the multivitamin compared to placebo. That's what I'm talking about when I say rigor." Four small company-funded trials are not that.

Jonathan Jarry of McGill University's Office for Science and Society wrote in March 2024 that AG1 "combines the 'just in case' marketing of the multivitamin industry and unproven wellness ingredients into an expensive cocktail for the worried well." On the megadose vitamins, he was sharper: "467% of the daily recommended value of vitamin C and 1,100% of vitamin B7. You simply pee it out, which increases the financial value of your urine."

The Bryan Johnson question

Bryan Johnson is the founder of Blueprint, a longevity protocol with its own commercial interests. I do not agree with most of how he markets his work, and I am not the audience for his content. None of which matters here.

In late 2024 and into 2025, Johnson publicly tested AG1 on himself. He ran his own blood work before and after introducing AG1 into his routine. AG1 was the only variable he changed. His report was that "nothing changed when I started taking Athletic Greens." He went further publicly: "AG1 is one of the lowest value health products in the world despite being the most heavily promoted."

AG1 responded, saying Johnson had misrepresented one of their funded studies and calling his claims "unsubstantiated."

I include this not as an endorsement of Johnson's broader work but because of what his test was. A single person, a clear protocol, a measurable outcome, and a result that did not match the marketing. The proper answer to a finding like that is a properly powered independent trial showing the product does what it claims. Such a trial does not exist for AG1. Until it does, Johnson's blood work is, on the available public evidence, the closest thing to an independent test of AG1 that anyone has shown.

NSF Certified for Sport means less than you think

AG1 leans heavily on the NSF Certified for Sport mark. It appears on the pouch, on the website, and in podcast reads. The Amazon listing describes it as testing "at 95x the industry standard for safety."

Per NSF's own published scope, the Certified for Sport mark verifies four things:

1. The label accurately reflects what is in the product.
2. The product is free of more than 280 banned substances on the WADA, NFL, MLB, NHL and CFL prohibited lists.
3. Manufacture occurs in a GMP-audited facility.
4. Contaminants sit below NSF's internal thresholds.

NSF state plainly that they do not test for efficacy. They do not verify that the doses on a label are clinically meaningful. They do not verify that the ingredient forms specified are bioavailable. They do not verify that the formulation is scientifically sound. And, importantly for UK and EU readers, NSF's lead limit is 10 micrograms per day. That is twenty times more permissive than California's Proposition 65 maximum allowable dose level of 0.5 micrograms.

This is why AG1 pouches sold in California carry a Proposition 65 warning for lead, despite being NSF Certified for Sport. The warning traces back to a December 2015 consent judgment in Environmental Research Center v. Athletic Greens (USA) Inc., in which the company agreed to a US$78,500 payment and the ongoing warning. The Prop 65 threshold is stricter than NSF's. Both can be true at the same time, and both are.

NSF certification is a meaningful signal of manufacturing quality and label accuracy. It is not a clinical endorsement. The marketing blurs that distinction.

Why £79?

Updated. On 9 September 2026 the UK site lists AG1 at £79 a month for a 30-day pouch on subscription, £2.64 per serving, with a first-month bundle (canister, scoop, a bottle of vitamin D3 and K2, five travel packs) that the site values at £147 and describes as 40 per cent off. The small print says the subscription "continues at £79/month thereafter unless cancelled." A one-time price is no longer shown on the UK product page; in April it was £97.

The price has not stood still this year. Reviews published in February and April 2026 quoted a UK subscription of £59 a month. If you were quoted £59 earlier in the year, you are now paying £20 more for the same pouch.

The multivitamin category average in our UK catalogue is £0.58 per serving. AG1 is roughly 4.5 times that average on subscription.

For direct comparison against other products marketed in the same space:

• Huel Daily Greens: around £1.17 to £1.67 per serving on subscription, depending on the review and the month
• Bloom Greens & Superfoods (US): US$1.05 per serving on subscription
• Live It Up Super Greens: US$1.33 per serving on subscription, with a 30-day money-back guarantee
• Supergreen Tonik: US$2.07 to $2.90 per serving, with full open-label dosing

AG1 is between 1.5 and 2.5 times the price of the rest of the greens-powder category, and several times the price of a standard multivitamin. The premium is not paying for clinical evidence the others lack. It is paying for the marketing apparatus, the podcast sponsorships, and the scientific advisory board. According to Fortune in January 2025, AG1 has spent more than US$27 million on podcast advertising since 2022. That is more than any other supplement brand in the world. The UK homepage now adds Hugh Jackman, Sir Lewis Hamilton and Dr Rangan Chatterjee to the endorsements.

The site also tells you AG1 "delivers the combined effect of 15 supplements in one." The footnote explains that this compares AG1's price with the average of three individual products per category in September 2025, with prices "mathematically adjusted" to AG1's doses. That is a price comparison AG1 built, on AG1's terms, and it is not the same as evidence that the scoop does the work of 15 supplements.

If the formula were demonstrably better than the cheaper alternatives, the price would be defensible. The four small company-funded trials do not demonstrate that.

What else has changed since April

AG1 Pro. In June 2026 AG1 launched a second product in the US, AG1 Pro, which is the Next Gen base plus 5g of creatine monohydrate, calcium HMB and zinc carnosine, in 30-count travel packs. The creatine dose is a proper one. It is not listed on the UK storefront as of 9 September 2026, and AG1's terms restrict some products to US sales. If it arrives here, the same question applies: the creatine will have an amount, and the greens still will not.

The lawsuit. A proposed class action filed on 3 February 2026, Hoke v AG1 (USA) Inc., case 2:26-cv-01110 in the US District Court for the Central District of California, alleges that AG1 enrols customers in auto-renewing subscriptions without the disclosures California law requires and makes cancellation "exceedingly difficult and unnecessarily confusing." The named plaintiff says he intended a one-off US$169 purchase and was charged four times. As of 31 August 2026 the case is pending, no class has been certified and no settlement exists. AG1's terms of service contain a mandatory individual arbitration clause and class-action waiver, which may limit the case's reach.

The subscription mechanics

A few things to know before you sign up for AG1, because they apply equally if you sign up and want to leave.

The checkout defaults to subscription. The Welcome Kit (canister, scoop, shaker, samples) and the free D3 and K2 bottle are bundled with the first subscription order only. The second order ships at day 30 without those extras, at £79.

The Better Business Bureau profile for AG1 USA Inc. is not accredited and flags a failure to respond to complaints. Trustpilot reviews skew positive overall, helped by post-purchase review prompts, but a recurring minority of complaints describe charges on cards no longer on file, duplicate accounts created after cancellation, and refund refusals while a chargeback is open.

The UK money-back guarantee is 30 days. The US version is 90 days. Shipping is non-refundable in both jurisdictions.

This is not a product you can casually try.

AG1 alternatives

No single capsule or powder below recreates AG1's mix of vitamins, minerals, probiotics and plant ingredients, and this is not a claim that any one works better. The useful comparison is narrower: what each label discloses and what that disclosure costs. Prices are from our April check and will have moved.

• Pure Encapsulations O.N.E. Multivitamin: £0.78 per serving, 70 per cent below AG1's £2.64 subscription serving price.
• Thorne Basic Nutrients 2/Day: £0.98 per serving, 63 per cent below.
• BioCare Adult Multivitamins & Minerals: £0.42 per serving, 84 per cent below.
• Bio-Kult Brighten: £0.50 per serving for a combined multivitamin and probiotic, 81 per cent below.

De-Influenced does not have a published like-for-like AG1 replacement report. For examples of products whose labels disclose more, compare Sports Research Vitamin D3 + K2, which states individual amounts for two of its three active ingredients and sits in our excellent transparency band, with PuroLabs Menopause Complex, where every one of 15 actives carries a printed dose.

That is the de-influencing exercise here: separate the price comparison from the evidence question, then compare what the labels let you verify.

This is what De-Influenced does. You paste a product URL and photograph the label, we read what it discloses, compare the amounts with published evidence, and show lower-cost products alongside what their labels let us verify. No affiliate links. No sponsored placements.

Try it on AG1 yourself.

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Frequently asked questions

How much does AG1 cost in the UK?

As of 9 September 2026, AG1 costs £79 for a 30-day pouch on subscription in the UK, or £2.64 per serving, with a first-month starter bundle. Reviews earlier in 2026 quoted £59 a month, so the price has risen during the year. A one-time price is not currently shown on the UK product page.

Does AG1 disclose its ingredient doses?

Partly, and it depends where you buy it. The US Next Gen label prints an amount for every ingredient. The UK and EU label prints amounts for 31 ingredients, the vitamins, minerals, probiotic strains and a few others, and lists 42 plant powders and extracts as vitamin sources with no amount of their own. Our analysis of the UK label scored dose disclosure at 21 out of 50.

How much vitamin B12 is in AG1?

The UK and EU label states 50µg of vitamin B12 as methylcobalamin per serving, which the label puts at 2,000 per cent of the reference intake. The US Next Gen label states 400µg.

What changed in AG1 Next Gen?

The May 2025 reformulation increased the ingredient count from 75 to 83, the probiotic dose from 7.2 billion CFU across 2 strains to 10 billion CFU across 5 strains, and the scoop size from 12g to 13g. In the US the vitamin B12 dose rose from 22µg to 400µg.

What is AG1 Pro?

A second product launched in the US in June 2026: the Next Gen formula plus 5g of creatine monohydrate, calcium HMB and zinc carnosine. It was not listed on the UK storefront as of 9 September 2026.

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Medical disclaimer: This article is for informational purposes only and does not constitute medical advice. Always consult a qualified healthcare professional before starting, stopping or changing any supplement regimen, particularly if you take prescription medication, are pregnant, or have an existing health condition. De-Influenced is a supplement transparency tool, not a medical service.