AG1 vs Man-1

Welcome to issue #001!

Few supplement companies have mastered influencer marketing quite like AG1 (formerly Athletic Greens).

In today’s issue, I’ll be comparing the newly launched Man-1 foundational drink with influencer favourite AG1.

Coming up:

• Why AG1 may struggle against competitors long-term
• Novo Nordisk’s GLP-1 pill approval in the EU
• The rise of functional non-alcoholic beer

Let’s dive in.

Founder and former CEO of PhD Nutrition, Jason Rickaby, is reentering the sports nutrition market with a foundational health drink designed specifically for men.

Given the association the word foundational has with AG1, my first instinct was to critique the formulation. However, after looking closer, I was pleasantly surprised.

AG1 uses proprietary blends, meaning the exact dosage of certain ingredients is not fully disclosed.

For a category built around science and consumer education, that creates an interesting tension. Consumers are being encouraged to make better health decisions while often being asked to trust products without seeing the full picture.

Man-1 takes a different approach, clearly listing ingredient quantities at evidence-based doses.

I’ve believed for years that transparency will become a major differentiator in supplements. The question is whether consumers will eventually demand the same level of detail from their supplements as they do their food.

AG1 remains one of the strongest brands in consumer health, but brands like Man-1 highlight a potential vulnerability. When consumers start asking “What exactly am I getting?”, transparency becomes a powerful advantage.

→ Emerging products to watch.

We’re talking functional non-alcoholic beer and creatine.

Heineken UK has launched Outd00r Brewing, a 0.0% isotonic lager with electrolytes and vitamin C. The choice of functional ingredients feels well matched to the product’s hydration and active lifestyle positioning, compared with competitors exploring less obvious (more risky) additions such as fibre. Find out more.

Creia has launched a creatine product positioned around benefits beyond muscle growth, highlighting cognitive performance, energy, recovery and everyday wellbeing. While creatine has emerging research supporting areas such as brain health and fatigue reduction, claims around “sharper thinking,” sleep recovery and cellular energy benefits should be viewed cautiously as the evidence base is still developing. Learn more.

The spotlight is on screenless wearables and continuous blood pressure monitoring.

Garmin has launched CIRQA, a screenless smart band designed for 24/7 health and fitness tracking without the distractions of a display or subscription fees. The device combines sleep insights, stress tracking, training readiness and activity monitoring in a discreet wearable with up to 10 days of battery life. Order yours here.

Hilo has developed a cuffless, always-on blood pressure monitoring system designed to track blood pressure continuously without manual measurements or reminders. Clinically validated across multiple studies, the technology aims to make hypertension monitoring more accessible through real-world, long-term tracking. Dive deeper.

Say hello to AI-discovered skin longevity ingredients and longevity-focused gummies.

Debut and Natura are combining AI and Amazonian bioactives to create a new skin longevity ingredient, with products potentially launching by 2027. The partnership reflects beauty’s shift from anti-ageing towards science-backed longevity. Full story.

TopGum has launched a new longevity-focused gummy range targeting cognitive health, eye health, stress management and healthy ageing, featuring ingredients such as lion’s mane, lutein, saffron and creatine. Read more.

→ The latest moves in consumer health this week.

Garmin has acquired TrainingPeaks and TrainHeroic, two leading training platforms for endurance and strength athletes. The move expands Garmin's fitness ecosystem beyond wearables into coaching and training software. It could lead to tighter integration and more personalised training tools for Garmin users.

Novo Nordisk has received EU approval for its next-generation GLP-1 treatments, including an oral semaglutide pill and a higher-dose 7.2mg injectable version. The approvals expand the company’s obesity and diabetes treatment portfolio as demand for GLP-1 medications continues to surge.

Eli Lilly has made an equity investment in Ōura, strengthening the link between pharmaceuticals and consumer health technology. The partnership aims to combine Ōura’s health insights with Lilly’s expertise in areas like metabolic health and GLP-1 therapies to support more personalised care.

The EU is moving towards harmonised maximum limits for vitamins and minerals in supplements, with a public consultation expected in 2026 and draft regulation planned for 2028. The changes could force manufacturers to reformulate products, but may also create a simpler single market for supplements across Europe.

→ Vitclear, Nootropic Sodas

This is the part where I pick out a product that I’ve been impressed by - something I’ve just come across, rediscovered, or think is worth sharing.

The team at Vitclear take it this week with their nootropic sodas.

Whenever I’m critiquing a functional beverage the first thing I’m looking for is transparent dosing. The branding, claims, and ingredient list can take a backseat - I want to see individually dosed ingredients at reasonable, evidence-based quantities. Vitclear does this incredibly well.

With other functional drinks on the market, it’s common to see dosing either swinging too low (blends) or sometimes even slightly high. James Smiths’ Neutonic containing 400mg of L-theanine is a possible example of this. But I think Vitclear’s range strikes a nice middle ground.

The founder’s personality often shows up in the products they create and I think that’s the case here with Ralph and Vitclear.

🛒 Click here to explore their sodas.

Every week, I’ll be recommending or creating a tool to help solve a common consumer health problem.

This week the theme is supplements.

Supplement labels are confusing and consumers often struggle to understand ingredient doses, identify meaningful amounts, and separate evidence-backed products from clever marketing.

This tool analyses supplement labels to break down ingredients, highlight dosages, flag unclear claims, and provide an evidence-based summary in seconds.

I had a lot of fun putting this together. Hope it helps you make sense of your supplements.

→ Start analysing