{"id":377762,"date":"2026-04-06T11:26:09","date_gmt":"2026-04-06T11:26:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/377762\/"},"modified":"2026-04-06T11:26:09","modified_gmt":"2026-04-06T11:26:09","slug":"greens-powders-are-booming-but-do-they-really-work","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/377762\/","title":{"rendered":"Greens powders are booming. But do they really work?"},"content":{"rendered":"

The couple had been using Super Greens by Live it Up<\/a>, a New York-based company founded by an MIT graduate that sells so-called \u201csuperfood\u201d supplements. The product listing says it was \u201cFeatured on Forbes 2026,\u201d is \u201cthird-party tested,\u201d and \u201cScience backed.\u201d A 30-day supply for one costs $60. <\/p>\n

Britto and her husband canceled their subscription shortly before federal regulators announced<\/a> a recall on many of the company\u2019s products in January due to possible salmonella contamination. At the time, dozens of people in the United States had fallen ill and some were hospitalized in cases that were directly linked<\/a> to Live it Up\u2019s products.<\/p>\n

Greens powders and superfood powders have become a key part of wellness routines, marketed as an easy way to boost energy, promote gut health, and get your daily nutrients. The surge in demand, some experts say, reflects a growing anxiety about diet in an era of unrelenting marketing by influencers on social media.<\/p>\n

But nutritionists said the benefits of these powdered supplements are largely unproven. Health claims about products from Live it Up and other companies including AG1 (formerly known as Athletic Greens) and Bloom Nutrition have not been been evaluated by the US Food and Drug Administration. Some, like AG1, note that their product \u201cis not intended to diagnose, treat, cure or prevent any disease.\u201d Federal rules bar<\/a> supplement makers from making claims their products can treat or cure diseases without FDA approval.<\/p>\n

Moreover, supplements such as these in various forms, as well as aids such as detox cleanses, herbal remedies, and certain vitamins, have long faced criticism from nutritionists who say many of the products offer little measurable benefits. <\/p>\n

Yet the industry continues to grow. The once-niche powder market was valued at $6.14 billion in 2021 globally, and is expected to grow 7.2 percent through 2030, according to Grand View Research<\/a>, a San Francisco-based market research firm.<\/p>\n

Some nutritionists say the powders are seen as a shortcut for a healthy diet of whole foods, like fruits and vegetables. Others say consumers turn to them because they feel like they\u2019re not getting proper nutrition, even though most people are not actually medically deficient. <\/p>\n

\u201cIn general, consumers may tend to overestimate nutritional deficiencies,\u201d said Luciana Soares<\/a>, the director of the Nutrition & Dietetics department at Johnson & Wales University<\/a> in Providence. <\/p>\n

Even if consumers do not meet the optimal intake of a particular nutrient, Soares said, \u201cthat does not necessarily mean they need supplementation.\u201d<\/p>\n

\"CustomersCustomers are instructed to mix the AG1 powder into cold water and drink it daily, on an empty stomach.Jon Premosch\/The New York Times<\/p>\n

The USDA\u2019s Dietary Guidelines for Americans<\/a> consistently identifies dietary fiber, potassium, and vitamin D as as \u201cnutrients of public health concern\u201d because most Americans don\u2019t consume enough, explained Debbie Petitpain<\/a>, a spokesperson for the Academy of Nutrition and Dietetics.<\/p>\n

\u201cBut these powders aren\u2019t designed to specifically address these gaps,\u201d said Petitpain, who said clinical nutrient deficiencies are relatively uncommon in the general population while the perceived need is \u201cvery high.\u201d<\/p>\n

A new report by Oshi Health<\/a> recently revealed that one in two US consumers said they\u2019ve either been diagnosed with a GI condition or suspect they have one, and many turn to social media for advice instead of a medical provider.<\/p>\n

Many supplements provide few details about their mix of ingredients. Some companies use terms such as \u201cproprietary blend,\u201d but do not disclose specific amounts of each ingredient. It can make it difficult to determine whether the doses are meaningful or excessive, said Maddie Pasquariello<\/a>, a New York City-based dietitian who attended Tufts University.<\/p>\n

\u201cIngredients that they\u2019re claiming are the active ingredient in the product are often included at sub-clinical values, meaning there will be no benefit, or on the flip side, at levels far above what you need,\u201d Pasquariello said. \u201cThe latter situation can potentially cause toxicity if you are then taking something in excess.\u201d<\/p>\n

\u201cNot only are they not a substitute for whole foods, they\u2019re often doing harm not just to your wallet, but to your body,\u201d she added.<\/p>\n

Representatives with Live it Up and Bloom did not respond to the multiple requests for comment for this story.<\/p>\n

\"AA bag of superfood powder by AG1, previously known as Athletic Greens.Jon Premosch\/The New York Times<\/p>\n

Biz Lindsay, a vice president for AG1, told the Globe consumers should be thoughtful about which powders they choose, and that AG1\u2019s powders are designed to complement, not replace, a healthy diet by \u201chelping fill common nutrient gaps and support foundational health.\u201d<\/p>\n

\u201cNot all supplements are created equal,\u201d Lindsay wrote in an email. <\/p>\n

The company uses third-party testing and certifications, such as NSF Certified for Sport<\/a>, to \u201cbring a higher level of rigor and transparency to a category that hasn\u2019t always had consistent standards,\u201d she said. AG1 Next Gen<\/a> \u2014 its signature pouch of moss-toned powder that costs $100 for 30 servings \u2014 is backed by multiple placebo-controlled human clinical trials, she said. <\/p>\n

AG1 uses influencers and celebrities to promote its products, including actor Hugh Jackman and Dr. Andrew Huberman<\/a>, a Stanford neuroscientist and podcaster. Podcaster Joe Rogan is another \u201cpartner<\/a>.\u201d<\/p>\n

Jonathan Levitt, a Needham native and founder of endurance and outdoor podcast Long Run Labs<\/a>, said he was approached in 2022 by AG1, which offered him $300 per episode to run a 60-second self-endorsed ad. He turned it down, telling the Globe that while he\u2019s used AG1 on and off, he can\u2019t tell if it\u2019s helping his health.<\/p>\n

\u201cPeople are fixated on a quick fix and they\u2019re willing to spend the money on a single solution,\u201d said Levitt. \u201cThe perception is that it will be the end all, be all. It\u2019s sexy to market it like it will. \u2026 But in reality, adding AG1 or any of these products will not make you healthy.” <\/p>\n

\u201cThe marketing is way ahead of the actual science,\u201d added Dr. Mahtab Jafari<\/a>, a pharmaceutical sciences professor at the University of California Irvine and author of \u201cThe Truth About Dietary Supplements: An Evidence-Based Guide to a Safer Medicine Cabinet<\/a>.\u201d \u201cAG1 has an exceptionally sophisticated marketing campaign, with endorsement from prominent podcasters and influencers. This type of marketing should not be mistaken for scientific evidence.\u201d’<\/p>\n

\"BloomBloom Nutrition’s greens and superfood powders claim to help aid digestion, bloating, and energy. Alexa Gagosz\/Globe Staff<\/p>\n

Bloom Nutrition<\/a>, another big player, sells its powders in pastel packaging, and its marketing campaigns feature models with glowing skin, wearing workout clothes and promoting an aspirational image of health, Jafari said.<\/p>\n

Bloom products are on the shelves in more than 50,000 retail locations, including Target, Walmart, and online on Amazon. Its products claim to support energy, gut health, and hormone balance. In September, Bloom was hit with a class-action lawsuit in Texas District Court alleging false advertisement. An attorney representing the plaintiffs did not respond to the Globe\u2019s repeated requests for comment.<\/p>\n

Bloom also runs a partnership program with content creators and events, according to its website. One of those collaborations involved Michelle Raleigh, a TikToker who regularly makes videos about her life as a bartender. <\/p>\n

Raleigh created an ad for Bloom in 2023 that caused backlash from her followers. In a response video<\/a>, she said she agreed to make the video because the only requirement from the company was to display its product.<\/p>\n

\u201cThey were just like, \u2018Hey, if you just work it into your regular content and just tell a story you would normally tell, just having Bloom in your video, we\u2019re gonna pay you to do that,\u2019\u201d she said in the response video.<\/p>\n

Live it Up also has an affiliate program<\/a> where the company asks content creators, influencers, and others to apply to \u201chelp your audience live their best healthy lives.\u201d Accepted applicants can even earn commissions.<\/p>\n

When asked if these kinds of products could eventually cause someone harm, Soares, at Johnson & Wales, offered a clear warning.<\/p>\n

\u201cDepending upon the individual, these supplements could cause a range of reactions, from gastrointestinal discomfort to toxicity and drug-supplement interactions,\u201d she said.<\/p>\n

For Britto, the experience of trying a greens powder for months without seeing results changed how she thinks about this kind of product, even as it grows in popularity.<\/p>\n

\u201cI didn\u2019t notice the benefit,\u201d said Britto. \u201cI just don\u2019t think it\u2019s worth it.\u201d<\/p>\n

Alexa Gagosz can be reached at alexa.gagosz@globe.com<\/a>. Follow her @alexagagosz<\/a> and on Instagram @AlexaGagosz<\/a>.<\/p>\n