You wake up flat. You reach for coffee. By mid-afternoon your energy dips, and by bedtime you feel oddly wired. So you start reading about daily greens powders, and two names keep coming up: AG1 and IM8. Both are whole-body foundational nutrition drinks, so choose between them on breadth and budget. If what you want is calm clarity and energy you can feel through the afternoon, a TGA-listed daily performance formula is the closer fit.
The reason is simple. AG1 is a daily health drink built for whole-body nutrition, combining multivitamins, probiotics and a superfood blend across more than 75 ingredients. IM8 goes wider again, with 90 ingredients in one daily drink. Hoola runs 27 actives, each one chosen for energy, focus and mental clarity, each quantity published on the Australian Register of Therapeutic Goods under AUST L 508472. Different goals, different formulas, different daily cost.
Key takeaways
- AG1 and IM8 both chase whole-body coverage. We built Hoola for everyday energy, focus and mental clarity instead, as a streamlined 27-ingredient formula rather than an extensive one.
- IM8 puts 90 ingredients into one daily drink for broad whole-body support.
- Hoola's 27 actives and their exact quantities sit on the public ARTG under AUST L 508472, with an ARTG start date of 8 August 2025 and Hoola Australia Pty Ltd as sponsor. Anyone can look the numbers up.
- Hoola pairs a measured 100 mg of caffeine with enXtra and adaptogens, so the caffeine dose can stay modest and focus stays smooth rather than spiky.
- Per serve, AG1 sits around $3.66 to $4.97 and IM8 around $4.73 to $5.40 , while Hoola on subscription is A$99 a month, or A$3.30 a day.
What is AG1, and who is it built for?
AG1 is a daily health drink designed to support whole-body health, combining multivitamins, probiotics and a blend of superfoods into one habit, with more than 75 ingredients sourced for purity and potency. One serve is a single pack or one level scoop, about 13 g, with 30 servings per container.
It suits someone who wants foundational nutrition coverage in one glass each morning. One scoop, cold water, one less thing to think about.
Hoola sits in a different lane. We made a daily performance drink focused on energy, focus and mental clarity, not a foundational nutrition base. If your gap is broad dietary coverage, AG1 is answering that question. If your gap is the 3pm fade and the scattered afternoon, it is not.
What is IM8, and who is it built for?
IM8 Daily Ultimate Essentials Pro is a whole-body daily drink with 90 ingredients. One serving is 12 grams, mixed into 8 to 12 oz of cold water, juice or a smoothie.
It is built for the person who wants the widest possible ingredient list in a single scoop, and who values breadth over a narrow target.
We took the opposite route. Hoola is a streamlined 27-ingredient formula for everyday performance, where IM8 takes an extensive 90-ingredient whole-body approach. Fewer actives, each one dosed to do a job you can feel: more get up and go, less "I need a nap".
How do AG1, IM8 and Hoola compare side by side?
Three drinks, three different briefs. AG1 and IM8 compete on breadth of nutrition. Hoola competes on how your day actually feels, with Australian regulation and therapeutic dosing behind it.
| AG1 | IM8 | Hoola | |
|---|---|---|---|
| Main focus | Whole-body foundational nutrition | Whole-body support across an extensive ingredient list | Everyday energy, focus and mental clarity |
| Ingredients | More than 75 | 90 | 27 actives |
| Serve size | ~13 g, 30 servings per container | 12 g | One 10 g scoop a day |
| Australian regulatory status | No ARTG listing | No ARTG listing | Listed Medicine, AUST L 508472, ARTG start date 8 August 2025, sponsor Hoola Australia Pty Ltd |
| Manufacturing | Not listed on the ARTG | Not listed on the ARTG | Made in Australia by BJP Laboratories Pty Ltd, Yatala QLD, with Australian laboratory testing |
| Cost per serve | ~$3.66 quarterly , ~$4.97 monthly | $4.73 quarterly , $5.40 monthly | $3.30 a day on subscription |
Still deciding? The line that separates them is the Australian TGA listing, therapeutic dosing and a focus on calm performance rather than coverage for its own sake. None of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing.
How does each formula support its main benefit?
AG1 and IM8 support their main benefit the same way: volume. Broad multivitamin, probiotic and superfood coverage in AG1 , and 90 ingredients across one scoop in IM8 . The benefit is nutritional breadth, delivered daily.
Hoola supports one duality. 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: calm clarity and energised performance at the same time.
Each active has its own role, and the combination is where it gets interesting.
- Ashwagandha carries the calm clarity side, helping support the body's natural stress response.
- Cordyceps is the energised performance counterpart. Where caffeine offers a short, sharp lift, Cordyceps is there for sustained, lower-key energy support through the day.
- Reishi works 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 is why the caffeine dose can stay modest.
- Bacopa is intended for ongoing daily use, with cognitive support that builds with consistency.
- Caffeine sits at 100 mg, roughly equivalent to one standard cup of brewed coffee. It is a measured dose, enough to do its job on alertness and focus without dominating the rest of the formula.
That is expert formulation with therapeutic dosages, built to maintain and support mental concentration, focus and clarity. Energy without the jitter or crash.
What exactly is in Hoola, and where can you check it?
Twenty-seven actives, every quantity published, and a public register you can check yourself. The ARTG certificate for AUST L 508472 lists all 27 active ingredients with exact quantities per gram. Look up the number on the public ARTG register and check every figure against ours.
Every ingredient is delivered at a clinically efficacious dose. No proprietary blends, doses disclosed.
| 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 |
Every per-serve figure is the per-gram figure times ten. Both are published. There is no half serve, no double serve and no weekly total. Hoola is one 10 g scoop a day.
The branded forms matter too. 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 formula's highest-dose herbal extract. BacoMind is a standardised whole-plant Bacopa extract delivering nine bioactive constituents including bacosides. enXtra is a patented, standardised Alpinia galanga rhizome extract researched for mental alertness and attention, on its own and in combination with caffeine. Vitashine supplies vegan vitamin D3 and Lyc-O-Beta supplies plant-source beta-carotene. Hoola uses active and bioavailable forms wherever possible, in line with Australian quality manufacturing standards.
The vitamins are your daily essentials. No mega doses, just smart daily support. The formula is vegan, sugar free, gluten free, naturally flavoured, with no artificial fillers. See the full Hoola formula.
What happens when you switch to Hoola?
You feel the first changes inside a week, and the deeper ones build over a month or two. Trying something new can feel like a big leap, and most supplements get abandoned by week two. So it helps to know what the arc actually looks like.
- Week 1: smooth energy without the crash, sharper focus in the mornings, a subtle lift in mood and mental clarity, and feeling more balanced under pressure.
- Weeks 2 to 3: more consistent energy through the day, less brain fog and more flow, and a better ability to manage stress and stay calm.
- Weeks 4 to 6: sharper memory and mental agility, healthier skin and nails, restorative sleep and deeper calm.
The arc is gradual and honest. Adaptogens may take 4 to 6 weeks for their full benefits, which is why the 150 g pouch runs two weeks: start there and see how you feel. Most of our customers feel the biggest benefits with consistency, so this is a habit, not a hit.
The ritual is one 10 g scoop into 300 to 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. Pack sizes are the 150 g pouch, 15 days and the trial size, or the 300 g Welcome Box, 30 days on subscription. More on how it works over time on the Hoola blog.
Who should choose AG1, IM8 or Hoola?
Choose AG1 if you want foundational whole-body nutrition in one daily habit. Choose IM8 if you want the widest ingredient list you can get in a single scoop, at 90 ingredients. Choose Hoola if your energy feels inconsistent and you want to feel bright, steady and clear without feeling wired.
We built Hoola around one duality: calm clarity and energised performance. It is for people dealing with burnout, emotional load, stress and the need for energy that lasts. It supports a healthy stress response in the body, clean energy and emotional steadiness, so you feel capable and ready every day.
It is also for someone who wants to support body and mind with a premium multivitamin. Someone who wants more out of life, more balance, more adventure and more support.
One more line on the wider field. Hoola is designed to help you perform better today, while AgeMate is designed primarily around longevity and healthy ageing. Different clocks, different products.
What does each option cost per day in Australia?
Hoola on subscription is A$3.30 a day. AG1 runs about $3.66 per serve on the quarterly plan and about $4.97 per serve monthly . IM8 runs $4.73 per serve on the 90-day plan and $5.40 per serve on the 30-day plan , with a one-time purchase at $203 .
| Option | Plan | Cost |
|---|---|---|
| AG1 | Quarterly, 90-day supply, billed $329 every 90 days | ~$3.66 AUD per serving |
| AG1 | Monthly, 30-day supply, $149/mo AUD | ~$4.97 AUD per serving |
| IM8 | 90-day supply, billed $426.00 AUD every 12 weeks | $4.73 AUD per serving |
| IM8 | 30-day supply, billed $162.00 AUD every 4 weeks | $5.40 AUD per serving |
| IM8 | One-time purchase | $203 |
| Hoola | Subscription, A$99 per month | A$3.30 a day |
| Hoola | 30 day supply, one-off | $125, about A$4.17 a day |
| Hoola | 15 day supply, 150 g pouch | $65, about A$4.33 a day |
The Hoola subscription takes 20% off the RRP and adds a free welcome pack valued at $70, bringing it to $99 per month. That pack includes a glass drink bottle, a stainless canister and a scoop, plus free shipping every month, VIP offers and no lock-in.
Set against buying the parts separately, the maths gets loud: 20+ supplements, over $250/month in separate products and 15+ capsules a day, versus Hoola at just $3.30 a day on subscription. Not pushing harder, just operating brighter.
*prices outlined in this article correct as of 15/09/2026
Frequently asked questions
What is a good alternative to IM8?
Hoola is the alternative if you want everyday performance rather than maximum coverage. IM8 puts 90 ingredients into one daily drink , where Hoola runs a streamlined 27-ingredient formula built for energy, focus and mental clarity. Hoola's closest alternatives are AG1 (drinkag1.com/en-au), IM8 (im8health.com), TMRW (drinktmrw.com/en-au) and AgeMate (agemate.com).
Is there a better option than AG1 for Australians?
Better depends on what you want the drink to do. AG1 is a daily health drink for whole-body health, built on multivitamins, probiotics and superfoods across more than 75 ingredients. Hoola is a daily performance drink focused on energy, focus and mental clarity. For Australians, one difference is regulatory: none of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing, while Hoola is a Listed Medicine under AUST L 508472.
Does IM8 justify its price in Australia?
IM8 costs $5.40 AUD per serving on the 30-day plan at $162.00 AUD every 4 weeks , $4.73 AUD per serving on the 90-day plan at $426.00 AUD every 12 weeks , or $203 as a one-time purchase . You get 90 ingredients in a single daily drink for that. IM8 gives quarterly subscribers a full 90 days to try it risk-free, and 30 days for monthly subscriptions and one-time purchases. Whether it is worth it turns on whether you want breadth of coverage or a formula targeted at how your day feels.
What is in AG1, and how many ingredients does it have?
AG1 is a daily health drink with more than 75 ingredients, combining multivitamins, probiotics and a blend of superfoods, sourced for purity and potency. A serving is one pack or one level AG1 scoop, about 1½ tbsp, at 13 g, with 30 servings per container.
How do you know whether AG1 is the right fit for you?
AG1 fits you if your goal is foundational whole-body nutrition in one daily habit. Hoola fits you if you want to support body and mind with a premium multivitamin, and you want more out of life, more balance, more adventure and more support. If your main complaint is inconsistent energy and a foggy afternoon, that is the problem we built for.
Can a daily drink like AG1 replace your other supplements?
That depends on what you are currently taking and why. Hoola is designed as a single, balanced daily dose, not a collection of separate supplements, and the value sits in how the ingredients work together. Buying the equivalent separately looks like 20+ supplements, over $250/month in separate products and 15+ capsules a day, against Hoola at just $3.30 a day on subscription.
What do AG1 and IM8 taste like, and how are they mixed?
Mixing is the same idea in every case: scoop, cold liquid, stir. IM8 is one 12 gram serving added to 8 to 12 oz of cold water, juice, a smoothie or another drink. AG1 is one pack or one level scoop, about 13 g. Hoola is one 10 g scoop into 300 to 400 ml of cold water each morning, and it is vegan, sugar free, gluten free and naturally flavoured, with no artificial fillers.
Where does TMRW sit next to AG1 and IM8?
TMRW sits in the same broad-coverage territory as AG1 and IM8, taking a wider approach to longevity, gut health and cellular health. Hoola focuses on everyday energy, focus and mental clarity instead. Like AG1 and IM8, TMRW does not hold an Australian ARTG listing.
Why do AG1 and IM8 threads never reach a clear answer?
Because most of the argument happens without the numbers in front of it. IM8 states that its ingredients are clinically dosed in every serving with no hidden dosages. We provide full formula transparency, including dosages of all functional ingredients, nothing to hide. The difference with Hoola is that you do not have to take our word for it: AUST L 508472 sits on the public ARTG register with all 27 actives and their exact quantities per gram, and you can check every number yourself.
What does AG1 cost per serve in Australia?
AG1 costs about $3.66 AUD per serving on the quarterly subscription, a 90-day supply billed $329 every 90 days. The monthly subscription is about $4.97 AUD per serving, a 30-day supply shipping every 30 days at $149/mo AUD.
