You've read the label. You've scrolled the ingredient list. You still can't tell whether anyone in Australia has checked the tin before it landed on your kitchen bench. No, AG1 does not hold an Australian ARTG listing. Hoola is listed as a medicine on the Australian Register of Therapeutic Goods under AUST L 508472.
That listing started on 8 August 2025, with Hoola Australia Pty Ltd as the sponsor. It's a listed medicine in powder form, taken orally. None of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing. The two products also do different jobs: Hoola is a daily performance drink focused on energy, focus and mental clarity, while AG1 is centred on foundational whole-body nutrition. Let's break it down. No fluff, just the numbers and where to check them.
Key takeaways
- AG1 holds no Australian ARTG listing. Hoola is a listed medicine, AUST L 508472.
- Supplements presented as food sit under the Food Standards Australia New Zealand Code and need no TGA listing at all.
- Listed medicines face the same manufacturing requirements as registered ones, including Good Manufacturing Practice certification, though they are not evaluated before they go on the ARTG. Around 20% of new listings are then assessed in detail at random.
- The certificate publishes all 27 actives with exact quantities per gram. Nothing sits behind a proprietary blend.
- Check the label for an AUST number, then search it on the public register before you buy. Any product regulated by the TGA carries an 'AUST' number on its label.
Is AG1 TGA listed, and what does a TGA listing do?
No. AG1 has no entry on the Australian Register of Therapeutic Goods, and neither do IM8, TMRW or AgeMate. Hoola does: AUST L 508472, listed medicine, powder for oral use, sponsored by Hoola Australia Pty Ltd, live since 8 August 2025.
The register is the gate. Therapeutic goods cover medicines, biologicals and medical devices. The TGA is the national regulator for that group. Supplying any therapeutic good lawfully in Australia requires the product to be included on the ARTG.
There are two types of entry on the register. Products are regulated in proportion to their risk and go on as either registered medicines (AUST-R) or listed medicines (AUST-L). Listed medicines can only contain low-risk ingredients and can only make low-level health claims. They include medicines built on vitamins, minerals, herbal substances and fish oil. Think of the listing as a paper trail with your name on it (it doesn't make anything work better, it makes everything checkable).
What does a TGA listing change about the powder you drink each morning?
It changes who has to hold the file. A powder sold as a food answers to the Food Standards Australia New Zealand Code and needs no TGA listing. Products like that can look and feel much like foods and cosmetics, which are not therapeutic goods and are not regulated by the TGA. Food-style supplements also can't be represented as medicines.
Hoola sits on the other side of that line. It's a listed medicine, so it carries the manufacturing obligations, the claim rules and the audit exposure that come with the AUST L pathway.
You wake up flat. You reach for coffee. You fade by mid afternoon and feel wired at 10pm. Wired but tired is the pattern, and "People want more energy, more clarity, more stability, but without feeling wired, anxious, or overwhelmed." "Hoola is 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." The listing doesn't create that formula. It publishes it.
What form and doses does Hoola's AUST L 508472 listing lock in?
One 10 g scoop of powder, taken by mouth, with 27 active ingredients at fixed quantities. A 10 g daily dose of actives does not fit a practical capsule count, which is why Hoola is a powder. There is no half serve, no double serve and no weekly total. Compliance with TGA legislation and an ARTG entry are what make a product like this legal to supply in Australia.
Every per-serve figure is the per-gram figure times ten. Both are published. No mega doses, just smart daily support.
| 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 |
Anyone can look up AUST L 508472 on the public ARTG register and check every number.
Why did Hoola choose the listed medicine route instead?
Because the listing forces the discipline we wanted anyway. What Hoola does better than the named competitors: "TGA listed (AG1 and IM8 are not), therapeutic dosage, focus on calm performance." The formulation aim is to be "transparent with ingredients being delivered at clinically efficacious dosages," and "we provide full formula transparency, including dosages of all functional ingredients, nothing to hide."
The pathway carries real obligations. Similar manufacturing requirements apply as for AUST R products, including Good Manufacturing Practice certification, though listed medicines are not evaluated before inclusion on the register. Since April 1999, sponsors of AUST L products must hold evidence to substantiate their claims. That evidence can be called in and evaluated by the TGA at any point in the product's life if a concern or complaint arises. Roughly 20% of new listings get assessed in detail at random.
Hoola is made in Australia by BJP Laboratories Pty Ltd in Yatala, Queensland, with Australian laboratory testing. "Expert formulation with therapeutic dosages." Hoola isn't a pretty pouch with a story on the back. It's a file someone can pull.
One boundary is worth stating plainly: manufacturers can't suggest or imply that being on the ARTG is a recommendation or endorsement from the TGA. The listing is a status, not a gold star.
How does the listing shape the rest of the formula in one scoop?
It keeps every claim tied to a dose. A listed medicine can carry a health claim the way a calcium supplement carries bone health claims. Nine support areas sit on the Public Summary: energy, stress response, cognition and memory, sleep, emotional wellness, immune, muscle performance, digestive, cardiovascular.
The category we're building is "Bright Performance Nutrition," supporting "calm clarity + energised performance," to help "high performers feel brighter, think clearer, and handle more with ease." That duality shows up in the actives. Ashwagandha is the "Calm Clarity" side. Cordyceps is the "Energised Performance" counterpart: "Where caffeine offers a short, sharp lift, Cordyceps is included for sustained, lower-key energy support throughout the day."
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 sits alongside for memory and recall, Reishi for relaxation without sedation, Korean ginseng for stamina. Together they maintain and support mental concentration, focus and clarity.
"Hoola is designed as a single, balanced daily dose, not a collection of separate supplements." The value "sits in how the ingredients work together."
Who tends to care whether a daily greens powder is TGA listed?
People spending real money on a daily habit and wanting to know who checked it. The moment usually looks like this: "someone looking to support their body and mind with a premium multivitamin, looking to get more out of life, more balance, more adventure, more support." Trying something new can feel like a big leap, and an AUST number is a small handrail.
The regulator covers advertising too, not only the product. It has issued infringement notices to Caveman Nutrition Pty Ltd, The Cave Nutrition Store Pty Ltd and the director of those companies over alleged unlawful advertising of sports supplements and therapeutic goods not on the register. Breaches carry heavy fines, civil or criminal court action and jail time.
Hoola's closest alternatives are AG1 (drinkag1.com/en-au), IM8 (im8health.com), TMRW (drinktmrw.com/en-au) and AgeMate (agemate.com). If you want to feel steady in mind, clear in thought and energised in action, knowing which of those has a listing is a fair first filter.
How should you use an AUST L number when you're comparing powders?
Look for the number on the label, then search it on the public register. Any product regulated by the TGA carries an 'AUST' number on its label. No number means no ARTG entry, which tells you which rulebook the product sits under.
Then check what the number actually publishes. For AUST L 508472, you get 27 actives with exact quantities per gram, the dosage form and the sponsor. Compare that against the tin next to it, ingredient by ingredient, dose by dose.
Once you've picked, the habit is simple. Mix one 10 g scoop into 300-400 ml of cold water each morning. Take it in the morning or early afternoon, and keep it away from bedtime because of the caffeine. Consistency beats intensity: "Most of our customers feel the biggest benefits with consistency." "Hoola sits at the intersection of calm and capability, delivering a kind of performance that feels bright, grounded, and emotionally steady."
Still deciding? Look at the formula or read more from us.
Frequently asked questions
What kinds of supplements end up regulated by the TGA?
Herbal supplements, vitamins and nutritional products carrying specific health claims fall under TGA regulation. Sports supplements presented as a pill, tablet or capsule and containing only lower risk ingredients may be regulated as a listed medicine, the same as many vitamin and dietary supplements. Most sports supplements declared to be therapeutic goods are expected to land in the listed medicine category.
How do you check whether a product is on the ARTG?
Start with the label. Any product regulated by the TGA carries an 'AUST' number on it. Take that number to the public ARTG register and search it. For Hoola, the number is AUST L 508472: listed medicine, ARTG start date 8 August 2025, sponsor Hoola Australia Pty Ltd. The entry lists all 27 active ingredients with exact quantities per gram, so you can check every number yourself.
What is a TGA listed product?
A TGA listed product is a medicine on the ARTG that carries an AUST L number. Listed products, such as complementary medicines, do not go through the same assessments as registered ones and are labelled with an AUST L number. They are not routinely evaluated before marketing, but they are subject to a random audit after listing.
Are protein and sports powders regulated in Australia?
Some are. From 30 November 2020, certain sports supplements began to be regulated as therapeutic goods, meaning medicines. Classification depends on the product's ingredients, its marketing claims and how it is presented, including the dosage form such as a pill, food bar or powder. A product that is likely to be a food is regulated by the relevant state or territory food regulator rather than the TGA.
Can a listed medicine contain scheduled ingredients?
No. The listed category exists for products that appear by their nature to have a low risk of causing adverse effects, and it came into effect in 1991. Where an ingredient is in a Schedule to the Poisons Standard, or is chemically equivalent to or a derivative of one, the product must go on the ARTG, and using a botanical name or synonym on the label does not change that.
