A couple had been utilizing the Super Greens supplement by Live it Up, a New York-based company created by an MIT graduate that markets “superfood” supplements. The product claims to be “Featured in Forbes 2026,” is “third-party tested,” and “science-backed.” A 30-day supply is priced at $60.
Britto and her husband opted to cancel their subscription just before federal regulators issued a recall for many of the company’s products in January due to potential salmonella contamination. At that time, numerous individuals in the United States had become ill, with several requiring hospitalization due to cases directly associated with Live it Up’s offerings.
Greens and superfood powders have increasingly become staples in wellness routines, advertised as convenient ways to enhance energy, support gut health, and fulfill daily nutrient requirements. Experts suggest this popularity may stem from growing concerns about diet amidst relentless social media marketing by influencers.
Nutritionists argue, however, that the purported benefits of these powdered supplements remain largely unverified. Health claims regarding products from Live it Up and other brands such as AG1 (previously known as Athletic Greens) and Bloom Nutrition have not been assessed by the US Food and Drug Administration. Brands like AG1 specify that their product “is not intended to diagnose, treat, cure, or prevent any disease.” Federal regulations prevent supplement manufacturers from making claims about treating or curing diseases without FDA sanction.
Furthermore, various forms of supplements, including detox cleanses, herbal remedies, and certain vitamins, have long been criticized by nutrition experts, who assert that many of these products offer minimal measurable benefits.
Still, the industry is on the rise. The once niche powder market was valued at $6.14 billion globally in 2021 and is projected to grow by 7.2 percent through 2030, as reported by Grand View Research, a market analysis firm based in San Francisco.
Some nutritionists suggest that consumers view these powders as a shortcut to achieving a healthy diet rich in whole foods like fruits and vegetables. Others argue that many people turn to them due to a perceived lack of adequate nutrition, even though most individuals are not medically deficient.
“Generally, consumers may be inclined to overestimate their nutritional deficiencies,” noted Luciana Soares, director of the Nutrition & Dietetics department at Johnson & Wales University.
Even if individuals do not achieve the optimal intake for specific nutrients, Soares remarked, “that does not necessarily imply they require supplementation.”
According to the USDA’s Dietary Guidelines for Americans, dietary fiber, potassium, and vitamin D are consistently identified as “nutrients of public health concern,” since most Americans do not consume adequate amounts. Debbie Petitpain, a spokesperson for the Academy of Nutrition and Dietetics, elaborated on this topic.
“However, these powders are not designed to specifically address these nutrient shortfalls,” Petitpain noted, observing that clinical nutrient deficiencies tend to be rare in the general population, while perceived necessity remains “very high.”
A recent report by Oshi Health revealed that one out of two U.S. consumers either have been diagnosed with a gastrointestinal (GI) condition or suspect they have one; many seek advice from social media instead of consulting medical professionals.
A lack of transparency is prevalent among many supplements, which often provide scant information about their ingredient mixtures. Some brands label their products as “proprietary blends” while failing to disclose specific proportions of each ingredient, complicating efforts to ascertain whether the doses are meaningful or excessive. According to Maddie Pasquariello, a dietitian based in New York City, this makes it challenging to evaluate their efficacy.
“The ingredients claimed to be active in these products are often present in sub-clinical amounts, meaning they may not deliver benefits,” explained Pasquariello. “On the other hand, they could exceed recommended levels, posing toxicity risks if consumed excessively.”
“These powders are not only not a substitute for whole foods, but they could also cause harm – both financially and physically,” she further remarked.
Representatives from Live it Up and Bloom did not respond to multiple requests for comment regarding this matter.
Biz Lindsay, a vice president at AG1, stated to the Globe that consumers should exercise caution when choosing powders, emphasizing that AG1’s offerings are meant to enhance, not replace, a balanced diet by “helping fill common nutrient gaps and support foundational health.”
“Not all supplements are created equal,” noted Lindsay in her email.
The company employs third-party testing and certifications, including NSF Certified for Sport, to “bring a higher level of rigor and transparency to a category that hasn’t always adhered to consistent standards.” Lindsay added that AG1 Next Gen, their signature green powder pouch, priced at $100 for 30 servings, is supported by numerous placebo-controlled human clinical trials.
AG1’s marketing leverages influencers and celebrities, including actor Hugh Jackman and Dr. Andrew Huberman, a Stanford neuroscientist and podcaster, with podcaster Joe Rogan as another “partner.”
Jonathan Levitt, the founder of the endurance and outdoor podcast Long Run Labs, mentioned that he was approached by AG1 in 2022 to promote their product, offered $300 per episode for a self-authored ad. He declined, explaining to the Globe that although he has used AG1 intermittently, he remains uncertain of its health benefits.
“People are fixated on quick fixes and are willing to invest in a single solution,” stated Levitt. “The perception is that it will resolve everything. It’s captivating to market it that way. Yet, in reality, incorporating AG1 or similar products alone will not lead to better health.”
“The marketing is significantly ahead of the actual science,” remarked Dr. Mahtab Jafari, a pharmacy professor at the University of California, Irvine, and author of “The Truth About Dietary Supplements: An Evidence-Based Guide to a Safer Medicine Cabinet.” “AG1 benefits from an exceptionally sophisticated marketing strategy, relying on endorsements from high-profile podcasters and influencers, which should not be confused with scientific validation.”
Bloom Nutrition, another significant player in the market, packages its powders in pastel-colored containers, and its marketing campaigns feature models with glowing skin in workout attire, projecting an aspirational notion of health, according to Jafari.
Bloom’s products are available in over 50,000 retail locations, including Target, Walmart, and online through Amazon. They claim to support energy levels, gut health, and hormone balance. In September, Bloom faced a class-action lawsuit in Texas District Court for allegedly misleading advertisements. An attorney representing the plaintiffs did not respond to repeated requests for comment from the Globe.
Additionally, Bloom maintains partnership programs with content creators and hosts events, as indicated on its website. One notable collaboration involved Michelle Raleigh, a TikToker who often shares content centered around her bartending life.
In 2023, Raleigh created an advertisement for Bloom that sparked backlash among her followers. In a follow-up video, she explained her agreement with the company, which only required her to display their product in her regular content.
“They simply said, ‘Just work it into your normal content, and as long as Bloom is featured, we’ll compensate you for it,’” she outlined in her response video.
Live it Up also offers an affiliate program, inviting content creators, influencers, and others to apply and “help your audience live their best healthy lives.” Accepted applicants are even eligible to earn commissions.
When questioned about the potential harm of these products, Soares of Johnson & Wales provided a stern warning.
“Depending on the individual, these supplements could provoke a variety of reactions ranging from digestive discomfort to toxicity and interactions with other medications,” she cautioned.
For Britto, her experience using greens powder for an extended period without observable benefits reshaped her views on such products, emphasizing their growing appeal.
“I didn’t notice any advantage,” Britto stated. “I just don’t believe it’s worth it.”
Alexa Gagosz can be reached at alexa.gagosz@globe.com. Follow her on @alexagagosz and on Instagram @AlexaGagosz.
