The couple had been using Super Greens from Live it Up, a New York-based company founded by MIT graduates that sells so-called “superfood” supplements. The product listing says “Featured in Forbes 2026,” “Third Party Tested,” and “Scientifically Backed.” The price for each 30-day supply is $60.
Britt and her husband canceled their subscriptions just before federal regulators issued a recall on many of the company’s products in January due to possible salmonella contamination. At the time, dozens of people in the United States were sickened and some were hospitalized in cases directly related to Live it Up’s products.
Green powders and superfood powders have become an important part of wellness routines and are marketed as an easy way to boost energy, promote gut health, and get your daily dose of nutrients. of Some experts say this surge in demand reflects growing anxiety about dieting in an era of relentless marketing by influencers on social media.
However, nutritionists said the benefits of these powdered supplements are largely unproven. Health claims made by Live it Up and other companies such as AG1 (formerly known as Athletic Greens) and Bloom Nutrition have not been evaluated by the U.S. Food and Drug Administration. Some companies, like AG1, note that their products are “not intended to diagnose, treat, cure, or prevent any disease.” Federal regulations prohibit supplement manufacturers from claiming that their products can treat or cure diseases without FDA approval.
Moreover, these various forms of supplements and supplements, such as detox cleanses, herbal remedies, and certain vitamins, have long been criticized by nutritionists, who say that many products have little measurable effect.
Still, the industry continues to grow. The once niche powder market was valued at $6.14 billion globally in 2021 and is expected to grow 7.2% by 2030, according to San Francisco-based market research firm Grand View Research.
Some nutritionists say powders are seen as a shortcut to a healthy diet of whole foods such as fruits and vegetables. Some say consumers turn to them because they feel most people aren’t getting proper nutrition. There is actually no medical deficiency.
“In general, consumers may tend to overestimate nutritional deficiencies,” says Luciana Soares, chair of the department of nutrition and dietetics at Johnson & Wales University. In Providence.
Even if a consumer doesn’t meet the optimal intake of a particular nutrient, “that doesn’t necessarily mean a supplement is needed,” Soares says.
of The U.S. Department of Agriculture’s Dietary Guidelines for Americans consistently identify fiber, potassium and vitamin D as “nutrients of public health concern” because most Americans don’t get enough of them, explained Debbie Petitpain, a spokeswoman for the Academy of Nutrition and Dietetics.
“But these powders are not specifically designed to address these gaps,” Petitpain said, noting that while clinical nutrient deficiencies are relatively rare in the general population, the need is recognized as “very high.”
A new report from Oshi Health reveals that one in two U.S. consumers say they have been diagnosed with or suspect a gastrointestinal disease, and many turn to social media for advice rather than their health care provider.
Many supplements provide little details about the combination of ingredients. Some companies use terms like “proprietary blend” but do not disclose specific amounts of each ingredient. Maddie Pasquariello, a New York City-based nutritionist who attended Tufts University, said it can be difficult to determine whether a dose is meaningful or excessive.
“Ingredients that they claim are active ingredients in their products are often included at sub-clinical levels, which means they either have no benefit or, conversely, are at levels far above what is needed,” Pasqualiello said. “In the latter situation, ingesting too much of something can potentially cause toxicity.”
“Not only are they not a natural food substitute, they are often harmful to your body as well as your wallet,” she added.
Representatives for Live It Up and Bloom did not respond to multiple requests for comment for this story.
Biz Lindsay, vice president of AG1, told the Globe that consumers should be thoughtful about which powders they choose, and that AG1’s powders are designed to complement, rather than replace, a healthy diet by “filling in common nutrient deficiencies and supporting fundamental health.”
“Not all supplements are created equal,” Lindsey wrote in an email.
She said the company uses third-party testing and certification, such as NSF Certified for Sport, to “bring a higher level of rigor and transparency to a category that has traditionally lacked consistent standards.” AG1 Next Gen — A distinctive pouch containing expensive mostone powder. The $100 price tag for 30 doses is supported by multiple placebo-controlled human clinical trials, she said.
AG1 uses influencers and celebrities to promote its products, including actor Hugh Jackman and Stanford University neuroscientist and podcaster Dr. Andrew Huberman. Podcaster Joe Rogan is another “partner.”
Jonathan Levitt, a Needham native and founder of the endurance and outdoor podcast Long Run Lab, said he was approached by AG1 in 2022, offering $300 per episode to run a 60-second self-recommendation ad. He declined, telling the Globe that he uses AG1 intermittently but doesn’t know if it has any health benefits.
“People are obsessed with quick fixes and are willing to spend money on a single solution,” Levitt said. “There’s a growing perception that this is the be all and end all. It’s tempting to promote it as it is. … But the reality is that adding AG1 or any of these products doesn’t make you healthy.”
“Marketing is way ahead of the actual science,” added Mahtab Jafari, Ph.D., professor of pharmacy at the University of California, Irvine, and author of “The Truth About Dietary Supplements: An Evidence-Based Guide to a Safer Medicine Cabinet.” “AG1 has a very sophisticated marketing campaign with endorsements from prominent podcasters and influencers. This type of marketing should not be mistaken for scientific evidence.”
Another major company, Bloom Nutrition, sells powders in pastel-colored packaging, and its marketing campaign features glowing-skinned models in workout clothes to promote an aspirational image of health, Jafari said.
Bloom products are on the shelves of more than 50,000 retailers including Target, Walmart, and online Amazon. Its products claim to support energy, gut health, and hormonal balance. In September, Bloom was sued in a Texas district court for false advertising. Lawyers representing the plaintiffs did not respond to repeated requests for comment from the Globe.
Bloom also has partnership programs with content creators and events, according to the company’s website. One such collaboration involved TikToker Michelle Rowley, who regularly makes videos about her life as a bartender.
Laurie created an ad for Bloom in 2023, which sparked a backlash from her followers. In her response video, she said she agreed to make the video because the only requirement from the company was to showcase their products.
“They were like, ‘Hey, if you just incorporate it into your regular content and just have Bloom in your videos and tell the kind of stories you normally tell, we’re going to pay for it,'” she said in a response video.
Live it Up also has an affiliate program, and the company is looking for content creators, influencers and others to apply to “help their audience live their best, healthiest lives.” Accepted applicants may also earn commissions.
Asked whether this kind of product could end up harming someone, Johnson & Wales’ Soares issued a clear warning.
“In some people, these supplements can cause a variety of reactions, ranging from gastrointestinal discomfort to toxicity to drug-supplement interactions,” she says.
For Britt, the experience of trying green powder for months without seeing any results changed the way she thinks about these types of products, despite their growing popularity.
“I didn’t see any benefit,” Britt said. “I don’t think it’s worth it.”
Alexa Gagosz can be reached at alexa.gagosz@globe.com. follow her @alexagagosz Check out @AlexaGagosz on Instagram.
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