Exploring What is the AG1 Controversy?: A Deep Dive into Nutrition and Marketing

October 5, 2025 •

5 min read

With millions spent on influencer marketing, the AG1 green superfood powder is widely known. But what is the AG1 controversy that has prompted consumer skepticism and media scrutiny over its founder's past, safety, and marketing claims?

Quick Summary

The popular AG1 supplement faces extensive controversy regarding its founder's history, unsubstantiated health claims, opaque ingredient proprietary blends, and alleged heavy metal contamination. These issues raise questions about its value and transparency.

Key Points

Founder's Criminal Past: AG1's founder, Chris Ashenden, was convicted of consumer fraud in New Zealand before launching the company and resigned in 2024 amid public scrutiny.
Lack of Independent Evidence: Many of AG1's broad health claims are not supported by robust, independent scientific research, with some studies being funded by the company itself.
Proprietary Blend Concerns: The use of proprietary blends means specific ingredient amounts are hidden, raising doubts about the efficacy of expensive components included in potentially negligible quantities.
Heavy Metal Allegations: Despite being certified, third-party testing has found trace amounts of heavy metals like lead, prompting consumer warnings, particularly for vulnerable groups.
High Cost and Questionable Value: The premium price is often debated, with many nutrition experts suggesting a balanced diet and cheaper supplements offer comparable or better value for the average person.
Adverse Event Reports: The FDA has received user reports of adverse health effects, including elevated liver enzymes, though causation is not definitively established.

The rise of AG1 (formerly Athletic Greens) has been nothing short of a marketing masterclass, leveraging celebrity endorsements and influential podcasts to become a staple in the wellness industry. Yet, behind the slick branding and a chorus of positive testimonials lies a significant amount of consumer skepticism and media scrutiny. What began as a convenient nutritional supplement has been embroiled in several controversies that challenge its claims, quality, and even the integrity of its founder. Unpacking these issues is vital for anyone considering AG1 as part of their daily nutritional intake.

The Founder's Troubles and Company Transparency

Perhaps one of the most damning aspects of the AG1 controversy involves its founder, Chris Ashenden. Reports reveal his criminal conviction in New Zealand for multiple breaches of the Fair Trading Act related to a rent-to-own scheme that exploited vulnerable individuals. This history, combined with the fact that he fled New Zealand amid financial troubles, has cast a long shadow over the company's origins.

Resignation amid scrutiny: Ashenden resigned as CEO in 2024 following the public disclosure of his past, though the company stated the leadership change was planned.
Suppression efforts: Reports also allege that AG1 hired powerful lawyers to suppress information about Ashenden's history.
Impact on reputation: The revelations prompted concerns about the company's integrity and whether consumers were deliberately kept in the dark about its founder's exploitative past.

The Efficacy and Scientific Substantiation Debate

AG1 positions itself as a “science-driven” product, but a major point of contention revolves around the lack of robust, independent clinical research to support its sweeping health claims.

Proprietary Blends and “Pixie Dusting”

AG1 contains over 75 ingredients, but many are part of proprietary blends, meaning the specific amounts are not disclosed. This leads to accusations of “pixie dusting,” a practice where expensive ingredients are included in such small, ineffective doses purely for marketing purposes. Critics argue that without knowing the quantities, it's impossible to determine if the ingredients are effective or just included to pad the label.

Reliance on Company-Funded Studies

While AG1 has cited internal and company-funded studies to support claims about gut health and nutrient absorption, these have been met with skepticism. Independent researchers note that company-sponsored studies must be taken with a grain of salt and that unbiased, peer-reviewed research is largely absent for many of the product's claimed benefits. For instance, a McGill University article points out that early studies promoting AG1's effectiveness lacked a control group and relied on self-reported data, making the results scientifically flawed.

Allegations of Contamination and Reported Health Risks

Despite its NSF Certified for Sport status, AG1 has faced serious safety allegations, particularly regarding heavy metal content. In California, the company was required to post a Prop 65 warning due to trace amounts of lead. ConsumerLab went further, reporting lead levels that they advised against for children and pregnant women.

FDA adverse events: The U.S. Food and Drug Administration (FDA) has received adverse event reports from AG1 users, including multiple instances of elevated liver enzymes.
Ingredient concerns: Some ingredients in the blend, such as green tea extract and ashwagandha, have been anecdotally linked to liver toxicity.
Individual tolerance: Digestive side effects like bloating or stomach upset have also been reported, which may stem from high doses of probiotics or synthetic vitamins, or specific prebiotic fibers like inulin.

Influencer Marketing and Overpriced Value

AG1 has leveraged a massive influencer marketing budget, particularly within the podcasting space, to build its brand. This strategy promotes an image of effortless health optimization, creating an aspirational desire for a product many experts argue is not necessary for the average person.

At a price point significantly higher than many competitors, critics argue that AG1's cost-to-benefit ratio is poor. Registered dietitians frequently question its value, suggesting that for most individuals who maintain a reasonably balanced diet, the product is an expensive luxury. Excess water-soluble vitamins are simply excreted, leading to the phrase, “making expensive urine”.

AG1 vs. A Balanced Whole Food Diet: A Comparison


Feature	AG1 Supplement	Balanced Whole Food Diet
Cost	High. Approx. $3-$4 per serving, and potentially more if other supplements are needed.	Variable. Can be more affordable, particularly with mindful shopping and meal planning.
Nutrient Sourcing	Combines nutrient powders, synthetic vitamins, and extracts. Contains proprietary blends with undisclosed ingredient amounts.	Nutrients come from whole, unprocessed sources. Ingredients and quantities are transparent and known.
Bioavailability	Questioned by some experts. Some synthetic vitamins may be less readily absorbed than natural counterparts.	Excellent. Nutrients are absorbed synergistically with naturally occurring fiber and other plant compounds.
Health Benefits	Claims a wide range of benefits, but many lack independent scientific backing. Positive gut health effects are most consistently supported by some studies.	Proven to lower disease risk, improve cardiovascular health, and support overall wellness through decades of research.
Fiber Content	Low. Provides only a minimal amount of fiber (2g) compared to whole fruits and vegetables.	High. Provides significant dietary fiber essential for digestive health and satiety.
Risk of Contamination	Potential for heavy metal contamination, though the company states levels are tested.	Extremely low for fresh, whole foods. Risk depends on growing conditions.
Ease of Use	High. Convenient single-scoop daily drink.	Requires planning, preparation, and cooking. Can be time-consuming.

Conclusion: Navigating the Controversy

What is the AG1 controversy? It is a multifaceted issue touching on the integrity of its leadership, the questionable scientific backing for its many health claims, potential safety concerns, and its high-cost marketing strategy. For the average, healthy individual, investing in a balanced diet rich in whole foods and a standard, affordable multivitamin is likely a more beneficial and cost-effective strategy. AG1 does provide a broad spectrum of nutrients and has reported benefits for gut health in some studies, but the numerous red flags make it a product that consumers should approach with caution. As with any supplement, consulting a healthcare professional is the wisest course of action before committing to a daily regimen. To learn more about common marketing tricks in the wellness space, explore the critical analysis published by McGill's Office for Science and Society: You Probably Don't Need that Green AG1 Smoothie.

Frequently Asked Questions

While AG1 contains numerous vitamins, minerals, probiotics, and plant compounds, many of the ingredients are in a proprietary blend with undisclosed amounts, making it difficult to confirm their effectiveness. The scientific evidence for many of its claimed benefits is limited or company-funded.

Chris Ashenden resigned as CEO following media scrutiny that revealed his prior criminal conviction in New Zealand for exploiting consumers in a failed business scheme. The company stated the transition was planned.

AG1 is generally considered safe for most healthy adults, with some third-party certification for safety and banned substances. However, reports of potential liver harm and contamination concerns exist, and it is not recommended for children, pregnant or breastfeeding individuals, or those on certain medications.

Since AG1 uses whole-food sourced ingredients, it can contain trace amounts of heavy metals, which are present in soil. While AG1 tests its products to be below USP and NSF guidelines, independent tests have found levels of lead that have raised concern, particularly for vulnerable populations.

Many nutrition experts question if AG1 is worth the premium price, suggesting that a balanced diet and targeted, individual supplements are a more cost-effective way to get the same nutrients. For most people with a decent diet, the high cost may not be justified.

No. Nutritionists and medical reviewers emphasize that supplements like AG1 are not a substitute for consuming whole foods. Whole fruits and vegetables provide a wider range of fiber, phytonutrients, and other benefits that powders cannot replicate.

Some users have reported side effects such as bloating, nausea, gas, and digestive upset, especially when first starting the supplement. The high doses of probiotics and some prebiotics are potential causes for these issues.