The couple had been using Super Greens by Live it Up, a New York-based company founded by an MIT graduate that sells so-called “superfood” supplements. The product listing says it was “Featured on Forbes 2026,” is “third-party tested,” and “Science backed.” A 30-day supply for one costs $60.
Britto and her husband canceled their subscription shortly before federal regulators announced 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 had fallen ill and some were hospitalized in cases that were directly linked to Live it Up’s products.
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.
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 “is not intended to diagnose, treat, cure or prevent any disease.” Federal rules bar supplement makers from making claims their products can treat or cure diseases without FDA approval.
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.
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 San Francisco-based market research firm.
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’re not getting proper nutrition, even though most people are not actually medically deficient.
“In general, consumers may tend to overestimate nutritional deficiencies,” said Luciana Soares, the director of the Nutrition & Dietetics department at Johnson & Wales University in Providence.
Even if consumers do not meet the optimal intake of a particular nutrient, Soares said, “that does not necessarily mean they need supplementation.”
Customers are instructed to mix the AG1 powder into cold water and drink it daily, on an empty stomach.Jon Premosch/The New York Times
The USDA’s Dietary Guidelines for Americans consistently identifies dietary fiber, potassium, and vitamin D as as “nutrients of public health concern” because most Americans don’t consume enough, explained Debbie Petitpain, a spokesperson for the Academy of Nutrition and Dietetics.
“But these powders aren’t designed to specifically address these gaps,” said Petitpain, who said clinical nutrient deficiencies are relatively uncommon in the general population while the perceived need is “very high.”
A new report by Oshi Health recently revealed that one in two US consumers said they’ve 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.
Many supplements provide few details about their mix of ingredients. Some companies use terms such as “proprietary blend,” 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 New York City-based dietitian who attended Tufts University.
“Ingredients that they’re 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,” Pasquariello said. “The latter situation can potentially cause toxicity if you are then taking something in excess.”
“Not only are they not a substitute for whole foods, they’re often doing harm not just to your wallet, but to your body,” she added.
Representatives with Live it Up and Bloom did not respond to the multiple requests for comment for this story.
A bag of superfood powder by AG1, previously known as Athletic Greens.Jon Premosch/The New York Times
Biz Lindsay, a vice president for AG1, told the Globe consumers should be thoughtful about which powders they choose, and that AG1’s powders are designed to complement, not replace, a healthy diet by “helping fill common nutrient gaps and support foundational health.”
“Not all supplements are created equal,” Lindsay wrote in an email.
The company uses third-party testing and certifications, such as NSF Certified for Sport, to “bring a higher level of rigor and transparency to a category that hasn’t always had consistent standards,” she said. AG1 Next Gen — its signature pouch of moss-toned powder that costs $100 for 30 servings — is backed by multiple placebo-controlled human clinical trials, she said.
AG1 uses influencers and celebrities to promote its products, including actor Hugh Jackman and Dr. Andrew Huberman, a Stanford neuroscientist and podcaster. Podcaster Joe Rogan is another “partner.”
Jonathan Levitt, a Needham native and founder of endurance and outdoor podcast Long Run Labs, 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’s used AG1 on and off, he can’t tell if it’s helping his health.
“People are fixated on a quick fix and they’re willing to spend the money on a single solution,” said Levitt. “The perception is that it will be the end all, be all. It’s sexy to market it like it will. … But in reality, adding AG1 or any of these products will not make you healthy.”
“The marketing is way ahead of the actual science,” added Dr. Mahtab Jafari, a pharmaceutical sciences 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 has an exceptionally sophisticated marketing campaign, with endorsement from prominent podcasters and influencers. This type of marketing should not be mistaken for scientific evidence.”’
Bloom Nutrition’s greens and superfood powders claim to help aid digestion, bloating, and energy. Alexa Gagosz/Globe Staff
Bloom Nutrition, 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.
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’s repeated requests for comment.
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.
Raleigh created an ad for Bloom in 2023 that caused backlash from her followers. In a response video, she said she agreed to make the video because the only requirement from the company was to display its product.
“They were just like, ‘Hey, 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’re gonna pay you to do that,’” she said in the response video.
Live it Up also has an affiliate program where the company asks content creators, influencers, and others to apply to “help your audience live their best healthy lives.” Accepted applicants can even earn commissions.
When asked if these kinds of products could eventually cause someone harm, Soares, at Johnson & Wales, offered a clear warning.
“Depending upon the individual, these supplements could cause a range of reactions, from gastrointestinal discomfort to toxicity and drug-supplement interactions,” she said.
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.
“I didn’t notice the benefit,” said Britto. “I just don’t think it’s worth it.”
Alexa Gagosz can be reached at alexa.gagosz@globe.com. Follow her @alexagagosz and on Instagram @AlexaGagosz.
