You're standing in the kitchen at 6am, wondering whether the green powder on your bench is actually doing the job you bought it for. Energy feels inconsistent. Focus fades by mid-afternoon. And the direct debit lands every month regardless. In Australia AG1 is A$149 a month, about A$4.97 a serving, while Hoola's subscription is A$99 a month, or A$3.30 a day, for a TGA-listed daily formula built to support energy, focus and mental clarity. AG1 lists its monthly subscription at A$149 a month, around A$4.97 per serving for a 30-day supply. What sets Hoola apart from AG1 and IM8 is the Australian TGA listing, therapeutic dosing and a focus on calm performance. People want more energy, more clarity and more stability, without feeling wired, anxious or overwhelmed.
Key takeaways
- AG1 in Australia is $149 a month, about $4.97 a serving. Hoola on subscription is $99 a month, which is $3.30 a day.
- The two products do different jobs. AG1 is centred on foundational whole-body nutrition. Hoola is a daily performance drink focused on energy, focus and mental clarity.
- Hoola publishes all 27 actives with exact quantities, and anyone can look up AUST L 508472 on the public ARTG register and check every number.
- Expect a gradual arc rather than a switch-day change. Adaptogens may take 4-6 weeks for their full benefits.
- Choose on the job you need done: broad daily nutrition, or steady energy and clear thinking under a heavy load.
What is AG1, and who is it built for?
AG1 is a daily greens powder that brings 75 vitamins, minerals and whole-food sourced ingredients into a single one-scoop serving. The brand describes it as a science-driven formula of vitamins, minerals, probiotics and a blend of superfoods, made to drink daily.
The pitch is coverage. One daily serving is positioned as doing the work of multivitamins and multiminerals, probiotics, greens and superfood powders, vitamin B complexes and vitamin C tablets. AG1 Next Gen was designed as a foundational nutrition supplement for a wide range of people. It suits a variety of diets and lifestyles, including paleo, keto and low-carb, vegan, vegetarian and intermittent fasting.
One thing to know before you compare labels: AG1 and the newer AG1 Next Gen formula include four proprietary blends, each holding a mix of herbs, powdered fruits and vegetables, plant extracts and other nutrients. Proprietary blends name the ingredients without naming the doses (which makes a like-for-like comparison harder than it should be).
If you're weighing up the field, Hoola's closest alternatives are AG1, IM8, TMRW and AgeMate.
What is Hoola, and who is it built for?
Hoola is a daily wellness drink with nootropics, adaptogens, vitamins and minerals to support energy, focus and mental clarity. The longer version: an Australian made daily wellness supplement powered by nootropics, adaptogens, vitamins and minerals, designed to support mental clarity, focus, energy and a healthy stress response. We call it a nootropic and adaptogenic multivitamin for body and mind.
It's built for someone who wants to support their body and mind with a premium multivitamin. Someone who wants more out of life. More balance, more adventure, more support. You want to feel centred, not sedated.
It's vegan, sugar free, gluten free, naturally flavoured, with no artificial fillers. And it's a powder for a practical reason: a 10 g daily dose of actives does not fit a sensible capsule count.
How do AG1 and Hoola compare side by side?
They're built for different outcomes. Hoola is a daily performance drink focused on energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition.
| Hoola | AG1 | |
|---|---|---|
| Main job | Energy, focus and mental clarity | Foundational whole-body nutrition |
| Australian regulatory status | Listed Medicine, AUST L 508472 | Not ARTG listed |
| Daily serve | One 10 g scoop | 1 level scoop (~1 ½ tbsp) (13 g), 30 servings per container |
| Dose disclosure | All 27 actives published with exact quantities | Four proprietary blends |
| Formulation notes | Vegan, no sugar, gluten free, naturally flavoured, no artificial fillers | Dairy and gluten free, free of artificial sweeteners, flavours, colouring and preservatives |
| Third-party marks | Australian made, Australian laboratory testing | NSF Certified for Sport |
| Monthly subscription price | A$99 | A$149, about A$4.97 a serving |
Hoola is designed as a single, balanced daily dose, not a collection of separate supplements. The value sits in how the ingredients work together. So there's no half serve, no double serve and no weekly total. One 10 g scoop a day, and the formula does the rest.
How does each formula support the way you want to feel?
AG1 selects its ingredients for how absorbable they are, for their potency, and for the presence of hard to get nutrients. Hoola works on a different axis: where a traditional supplement lifts calm or energy on its own, we blend TGA listed nutrients, nootropics and adaptogens to support the dual state modern life asks for.
Each adaptogen has its own job. Ashwagandha is the calm clarity side. Cordyceps is the energised performance counterpart, included for sustained, lower-key energy support through the day, where caffeine offers a short, sharp lift. Reishi sits alongside Ashwagandha as the recovery side adaptogen, so the energising ingredients have a stable foundation to work on.
enXtra works alongside caffeine to support a smoother, more sustained sense of focus, which means the caffeine dose can stay modest. Caffeine is included at a measured dose so it can do its job (alertness, focus) without dominating the rest of the formula. At 100 mg, that's roughly equivalent to one standard cup of brewed coffee. Bacopa is the slow build, intended for ongoing daily use, with cognitive support that grows with consistency.
Together the formula is built to:
- Maintain and support mental concentration, focus and clarity
- Support healthy stress response in the body
- Maintain and support energy production
What exactly is in Hoola, and where can you check every number?
Every ingredient is delivered at a clinically meaningful dose, and every quantity is published. You can look up AUST L 508472 on the public ARTG register and check every number yourself.
| Active (as listed on the ARTG) | Per gram | Per 10 g serve | Supports |
|---|---|---|---|
| Withania somnifera (KSM-66 Ashwagandha), root extract | 750 mg/g dry equivalent | 7,500 mg dry equivalent | helps support the body's natural stress response |
| Bacopa monnieri (BacoMind), whole plant extract standardised | 600 mg/g dry equivalent | 6,000 mg dry equivalent | supports memory, recall and retention |
| Ganoderma lucidum (Reishi), fruiting body extract | 400 mg/g dry equivalent | 4,000 mg dry equivalent | supports healthy sleep patterns and relaxation without sedation |
| Panax ginseng (Korean ginseng), root extract | 300 mg/g dry equivalent | 3,000 mg dry equivalent | supports natural energy levels and helps reduce occasional tiredness |
| Alpinia galanga (enXtra), rhizome extract | 300 mg/g dry equivalent | 3,000 mg dry equivalent | supports mental alertness, attention and sustained focus |
| Cordyceps sinensis, fruiting body extract | 300 mg/g dry equivalent | 3,000 mg dry equivalent | supports natural energy production and helps reduce occasional tiredness and fatigue |
| Magnesium ascorbate monohydrate (vitamin C source) | 11.21 mg/g | 112.1 mg | supports normal immune function |
| Caffeine | 10 mg/g | 100 mg | supports mental alertness, reaction time and focus |
| Manganese amino acid chelate | 5 mg/g | 50 mg | supports bone formation |
| Zinc citrate dihydrate | 3.89 mg/g | 38.9 mg | supports immune function, skin health, taste and smell |
| Calcium pantothenate (vitamin B5) | 3.28 mg/g | 32.8 mg | support normal energy metabolism and the conversion of food into usable energy |
| Nicotinamide (vitamin B3) | 3 mg/g | 30 mg | support healthy skin, hair and nails (biotin, B2, B3) |
| d-alpha-tocopheryl acid succinate (vitamin E) | 2 mg/g | 20 mg | help prevent dietary vitamin and mineral deficiency |
| Pyridoxal 5-phosphate monohydrate (vitamin B6) | 1.57 mg/g | 15.7 mg | support healthy red blood cell formation (B6, B12, folate) |
| Riboflavin sodium phosphate (vitamin B2) | 1.37 mg/g | 13.7 mg | support healthy skin, hair and nails (biotin, B2, B3) |
| Thiamine nitrate (vitamin B1) | 1.23 mg/g | 12.3 mg | support normal energy metabolism and the conversion of food into usable energy |
| Betacarotene (Lyc-O-Beta) | 0.3 mg/g | 3 mg | supports vision, skin and immune function |
| Biotin | 300 mcg/g | 3,000 mcg | support healthy skin, hair and nails (biotin, B2, B3) |
| Levomefolate glucosamine (folate) | 89 mcg/g | 890 mcg | support healthy red blood cell formation (B6, B12, folate) |
| Chromium picolinate | 40 mcg/g | 400 mcg | supports healthy blood glucose within the normal range |
| Potassium iodide | 20 mcg/g | 200 mcg | supports thyroid hormone production |
| Selenomethionine | 15 mcg/g | 150 mcg | supports thyroid hormone metabolism and antioxidant defences |
| Phytomenadione (vitamin K1) | 9 mcg/g | 90 mcg | help prevent dietary vitamin and mineral deficiency |
| Molybdenum trioxide | 8 mcg/g | 80 mcg | cofactor for detoxification enzymes |
| Mecobalamin (vitamin B12) | 5 mcg/g | 50 mcg | support healthy red blood cell formation (B6, B12, folate) |
| Menaquinone 7 (vitamin K2) | 5 mcg/g | 50 mcg | supports bone and cardiovascular health |
| Colecalciferol (vitamin D3, Vitashine) | 2.5 mcg/g | 25 mcg | supports calcium absorption, bone strength, muscle and immune function |
Hoola is a Listed Medicine on the Australian Register of Therapeutic Goods, AUST L 508472, with an ARTG start date of 8 August 2025 and Hoola Australia Pty Ltd as sponsor. Product type: listed medicine. Dosage form: powder, oral. It's manufactured in Australia by BJP Laboratories Pty Ltd in Yatala QLD, with Australian laboratory testing. The certificate lists all 27 active ingredients with exact quantities per gram.
Every per-serve figure is the per-gram figure times ten. Both are published. For the micrograms, the maths in milligrams: Biotin 3,000 mcg = 3 mg. Folate 890 mcg = 0.89 mg. Chromium 400 mcg = 0.4 mg. Potassium iodide 200 mcg = 0.2 mg. Selenomethionine 150 mcg = 0.15 mg. Molybdenum 80 mcg = 0.08 mg. Vitamin B12 50 mcg = 0.05 mg. Vitamin K2 50 mcg = 0.05 mg. Vitamin K1 90 mcg = 0.09 mg. Vitamin D3 25 mcg = 0.025 mg, which is 1,000 IU. Small numbers, major impact.
The forms matter as much as the amounts. Hoola uses active and bioavailable forms wherever possible, in line with Australian quality manufacturing standards. KSM-66 Ashwagandha is a full-spectrum root extract standardised to a minimum 5% withanolides, the most clinically studied form of Withania somnifera, with more than two dozen published human trials, and the formulation's highest-dose herbal extract. BacoMind Bacopa is a standardised whole-plant extract delivering nine bioactive constituents including bacosides. enXtra Alpinia galanga is a patented, standardised rhizome extract researched for mental alertness and attention, on its own and in combination with caffeine. Vitamin D3 comes from Vitashine, a vegan source. Beta-carotene comes from Lyc-O-Beta, a plant source.
We provide full formula transparency, including dosages of all functional ingredients. Nothing to hide. And on the register question: none of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing.
What changes when you switch from AG1 to Hoola?
The ritual changes first, then the feeling. Trying something new can feel like a big leap, so the practical part stays simple: mix one 10 g scoop into 300-400 ml of cold water each morning. Take it in the morning or early afternoon, and avoid close to bedtime because of the caffeine.
Then the arc begins. Energy should feel bright, not frantic.
- Week 1: smooth energy without the crash, sharper focus in the mornings, a subtle lift in mood and mental clarity, feeling more balanced under pressure.
- Weeks 2-3: more consistent energy through the day, less brain fog and more flow, better able to manage stress and stay calm.
- Weeks 4-6: sharper memory and mental agility, healthier skin and nails, restorative sleep and deeper calm.
Adaptogens may take 4-6 weeks for their full benefits, so this is a gradual build rather than a switch-day change. The 150 g pouch is two weeks, which is enough to see how you feel. Most of our customers feel the biggest benefits with consistency. Consistency over intensity, every time. Waking up with space, not pressure.
Who should choose AG1, and who should choose Hoola?
Choose on the job you need done. If you want broad foundational nutrition across vitamins, minerals, probiotics and superfoods in one scoop, AG1 is built for that. If you want steady energy and clear thinking under a heavy load, that's Hoola.
We built Hoola around one duality: calm clarity and energised performance. It's for people dealing with burnout, emotional load, stress and the need for energy that lasts. Modern lives, busy schedules, high ambition. It helps you feel bright, steady in mind, clear in thought and energised in action.
Hoola supports calm clarity, clean energy and emotional steadiness, so you feel bright, capable and ready every day. We call the category Bright Performance Nutrition: calm clarity plus energised performance, so high performers feel brighter, think clearer and handle more with ease. If you're juggling work, workouts, to-do lists and life, that's the brief.
How much does each option cost per day?
Hoola on subscription is A$99 a month, which is A$3.30 a day. AG1's monthly subscription is A$149 a month, about A$4.97 a serving for a 30-day supply.
| Option | Price | Per day |
|---|---|---|
| Hoola subscription | A$99 a month | A$3.30 a day |
| Hoola 30 day supply | A$125 | about A$4.17 a day |
| Hoola 150 g pouch, 15 days | A$65 | about A$4.33 a day |
| AG1 monthly subscription | $149/mo AUD | ~$4.97 AUD / serving |
Hoola's subscription is a 20% discount off RRP plus a free welcome pack valued at $70, which brings it to $99 per month. The welcome pack holds a glass drink bottle, a stainless canister and a scoop. You also get free shipping every month, VIP offers and no lock-in. Pack sizes are the 150 g pouch, a 15-day trial size, and the 300 g Welcome Box, a 30-day subscription supply.
AG1's subscription includes an AG1 canister, scoop and a Shaker, and comes with a 90-day money-back guarantee.
Then there's the DIY route. Buying the ingredients separately runs to 20+ supplements, over $250/month in separate products and 15+ capsules a day, against Hoola at just $3.30 a day on subscription. One scoop. Steady energy. All day.
*prices outlined in this article correct as of 15/09/2026
Frequently asked questions
How much does AG1 cost in Australia?
A$149 a month. That's the monthly subscription for a 30-day supply that ships every 30 days, working out to about A$4.97 per serving.
Does AG1's price match what you want a daily drink to do?
That depends on the outcome you're buying. AG1 is centred on foundational whole-body nutrition, so if broad coverage is the goal, the price buys that. If you want energy, focus and mental clarity, Hoola is the daily performance drink built for it, and Hoola is TGA listed where AG1 and IM8 are not.
Is AG1 just a greens powder?
AG1 is a daily greens powder supplement, and it carries more than greens. It brings 75 vitamins, minerals and whole-food sourced ingredients into a single one-scoop serving. The once-a-day formula delivers multi-vitamins, superfoods, pre- and probiotics, phytonutrients, antioxidants and more.
What is in AG1?
AG1 is a powder greens supplement containing 75 ingredients. It contains vitamins A, C, E and B vitamins, plus zinc, calcium, selenium, phosphorus, molybdenum, chromium, manganese and copper.
What is the difference between AG1 Next Gen, AG1 Pro and AG1 Essentials?
They differ by format and nutrient profile. AG1 Essentials are designed for convenience and taste, with a simplified nutrient profile in an easy-to-take gummy format. AG1 Pro is available only in 30-count travel packs. AG1 Next Gen was designed as a foundational nutrition supplement for a wide range of people.
Where do the AG1 Next Gen flavours come from?
Plants. The flavouring of AG1 Next Gen is derived from plant-based sources. AG1 Next Gen flavours do not contain added artificial sweeteners, erythritol or MSG.
How do you take AG1 each day?
One serve a day. The serving size is 1 pack or 1 level AG1 scoop (~1 ½ tbsp), which is 13 g, with 30 servings per container. Hoola runs on the same one-a-day logic: one 10 g scoop in 300-400 ml of cold water each morning.
What supplements is AG1 meant to replace?
Several at once. One daily serving of AG1 is positioned as combining the power of multiple supplements such as multivitamins and multiminerals, probiotics, greens and superfood powders, vitamin B complexes and vitamin C tablets. The same stacking problem drives Hoola: buying the ingredients separately means 20+ supplements, over $250/month in separate products and 15+ capsules a day, against $3.30 a day on subscription.
What does AG1 say its daily serve supports?
Foundational nutrition. AG1 Next Gen was designed as a foundational nutrition supplement for a wide range of people. The brand describes it as a science-driven formula of vitamins, minerals, probiotics and a blend of superfoods, all in a single scoop, designed to drink daily.
How is AG1 tested for quality?
Through third-party testing. AG1 is third-party tested for over 280 banned substances, and each batch is tested and free from more than 280 banned substances. The brand points to expert-led scientific research on AG1, ingredient sourcing for potency and purity, and testing for hundreds of contaminants and impurities. It's also NSF Certified for Sport, meaning it's tested for banned substances and contaminants.
How does the AG1 subscription work?
It ships on a recurring plan with kit included. The subscription includes an AG1 canister, scoop and a Shaker, and subscriptions come with a 90-day money-back guarantee. Hoola's subscription runs at $99 per month with 20% off RRP, a free welcome pack valued at $70, free shipping every month, VIP offers and no lock-in.
Can you get your money back if AG1 does not suit you?
Yes. If you're unhappy with your purchase for any reason, you can return AG1 for a full refund within 90 days of delivery.
Does an Australian buyer get anything different from a locally listed formula?
Yes. Hoola is a Listed Medicine on the Australian Register of Therapeutic Goods, AUST L 508472, with an ARTG start date of 8 August 2025 and Hoola Australia Pty Ltd as sponsor, which means the formula and its quantities sit on a public Australian register you can search yourself. None of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing. You can see the full formula on the Hoola product page, or read more on the Hoola blog.
