You wake up flat. Coffee at 7. Another at 10. By 2pm your brain is fog and your legs are lead, and by 10pm you are wired and staring at the ceiling. You want more energy, more clarity and more stability, without feeling anxious or overwhelmed. Energy should feel bright, not frantic.
If you want a daily powder built around energy, focus and mental clarity rather than broad foundational nutrition, Hoola is the Australian-made alternative to AG1.
We can show you why. 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. All 27 active ingredients are published with exact quantities per gram, and anyone can look up that number on the public ARTG register and check every figure. AG1 groups many ingredients into proprietary blends, so a buyer cannot see the exact dosages.
Key takeaways
- AG1 and Hoola do different jobs. Hoola is a daily performance drink for energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition.
- Every one of Hoola's 27 actives is published with an exact quantity, and you can check the lot on the public ARTG register under AUST L 508472.
- AG1 groups ingredients under proprietary blends, so exact dosages stay hidden from the buyer.
- Hoola on subscription is A$99 a month, which is A$3.30 a day. AG1 is quoted at $4.30–$5.50 AUD per serve.
- The change is gradual. Adaptogens may take 4-6 weeks for their full benefits, so judge the switch on consistency, not on day one.
What is AG1, and who is it built for?
AG1 is a daily greens powder containing 75 vitamins, minerals and whole-food sourced ingredients. AG1 is the product name and Athletic Greens is the company, which rebranded from "Athletic Greens AG1" to simply AG1 in 2022.
Greens powders in this category are made by blending nutrient-dense superfoods into a fine powder that mixes into water or a smoothie. The job is broad nutritional coverage in one glass. If that is what you are shopping for, that is the shape of the product (although broad coverage and sharp afternoon focus are two different asks).
What is Hoola, and what does it help you do?
Hoola is a daily wellness drink with nootropics, adaptogens, vitamins and minerals to support energy, focus and mental clarity. Calm, clarity and energy in one scoop a day.
The ritual 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 skip it close to bedtime because it contains caffeine.
We built it for people who do not want to buzz harder or slow down. We built it for living brighter, with balance, energy and a mind that feels clear, steady and ready for whatever comes next.
How do AG1 and Hoola compare?
Hoola is a daily performance drink focused on energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition. More get up and go, less "I need a nap".
| Hoola | AG1 | |
|---|---|---|
| Built for | Energy, focus and mental clarity | Foundational whole-body nutrition |
| Ingredients | 27 actives, each published with an exact quantity per gram and per 10 g serve | 75 vitamins, minerals and whole-food sourced ingredients |
| Dosage visibility | Every quantity published | Many ingredients grouped under proprietary blends, so exact dosages are not visible to the buyer |
| Australian regulation | Listed Medicine on the ARTG, AUST L 508472 | No Australian ARTG listing |
| Made in | Australia, by BJP Laboratories Pty Ltd, Yatala QLD, with Australian laboratory testing | |
| Cost per day | A$3.30 on subscription | $4.30–$5.50 AUD per serve |
None of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing.
How does Hoola support steady energy and clear focus?
Hoola supports energy production and stamina in a way that feels steady, not stressed. Energy without the jitter or crash.
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. Ashwagandha is the calm clarity side. 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 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 lets the caffeine dose stay modest. Caffeine is included at a measured dose so it can do its job on alertness and focus without dominating the rest of the formula. At 100 mg, that is roughly one standard cup of brewed coffee. Bacopa is intended for ongoing daily use, with cognitive support that builds with consistency.
Together, the formula is there to maintain and support mental concentration, focus and clarity, support a healthy stress response in the body, and maintain and support energy production.
What is in Hoola, and where can you check every dose?
Every ingredient is delivered at a clinically efficacious dose, and every quantity is published. 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. The ARTG certificate lists all 27 active ingredients with exact quantities per gram, so you can look up AUST L 508472 on the public register and check every number yourself. Hoola is a listed medicine in powder, oral form, made in Australia by BJP Laboratories Pty Ltd in Yatala QLD, with Australian laboratory testing.
The named extracts are the studied ones. KSM-66 is a full-spectrum Ashwagandha 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 it is the highest-dose herbal extract in the formula. 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. Hoola uses active and bioavailable forms wherever possible, in line with Australian quality manufacturing standards.
What happens when you switch from AG1 to Hoola?
You feel it in layers, not all at once. Trying something new can feel like a big leap, and most supplements get abandoned by week two, so it helps to know the shape of the arc before you start.
In week 1, expect smooth energy without the crash, sharper focus in the mornings, a subtle lift in mood and mental clarity, and a feeling of being more balanced under pressure. Through weeks 2-3, energy holds more consistently through the day, brain fog thins out, flow comes easier, and stress is easier to manage. Across weeks 4-6, memory and mental agility sharpen, skin and nails look healthier, and sleep becomes more restorative.
Adaptogens may take 4-6 weeks for their full benefits. Think of them as strength training for your stress response: the longer you stay with them, the more your system builds. The 150 g pouch is two weeks, which is enough to start and see how you feel.
We made Hoola as a ritual that supports the nervous system while lifting performance. The world is not slowing down, so we can meet it with more brightness.
Should you choose AG1 or Hoola?
Choose Hoola if you want energy, focus and mental clarity with the dosing published and the product listed in Australia. Choose AG1 if broad foundational nutrition is the job you are hiring a powder to do.
What sets Hoola apart from AG1 and IM8 is the Australian TGA listing, therapeutic dosing and a focus on calm performance. Perform without the crash.
Hoola suits modern lives, busy schedules and high ambition. It helps people feel bright, steady in mind, clear in thought and energised in action. It is for someone who wants to support body and mind with a premium multivitamin, and who wants more out of life: more balance, more adventure, more support.
Hoola's closest alternatives are AG1 (drinkag1.com/en-au), IM8 (im8health.com), TMRW (drinktmrw.com/en-au) and AgeMate (agemate.com).
What do AG1 and Hoola cost per day?
Hoola on subscription is A$99 a month, which is A$3.30 a day. AG1 is quoted at $4.30–$5.50 AUD per serve.
| Option | Price | Per day |
|---|---|---|
| Hoola subscription (300 g Welcome Box, 30 days) | $99 per month | A$3.30 |
| Hoola 30 day supply | $125 | about A$4.17 |
| Hoola 150 g pouch, 15 day trial size | $65 | about A$4.33 |
| AG1 | $4.30–$5.50 AUD per serve |
The subscription is a 20% discount off RRP plus a free welcome pack valued at $70, bringing it to $99 per month. The welcome pack includes a glass drink bottle, stainless canister and scoop. Subscribers also get free shipping every month, VIP offers and no lock-in.
Buying the parts separately costs far more. That is 20+ supplements, over $250/month in separate products and 15+ capsules a day, against Hoola at just $3.30 a day on subscription. Hoola isn't just a pretty pouch.
*prices outlined in this article correct as of 15/09/2026
Frequently asked questions
Is there a better option than AG1 for Australians?
For energy, focus and mental clarity, we would point you to Hoola. Hoola is TGA listed under AUST L 508472. AG1 and IM8 are not.
Can you buy AG1 in Australia?
Yes. AG1 sells in Australia through drinkag1.com/en-au, as do IM8 (im8health.com), TMRW (drinktmrw.com/en-au) and AgeMate (agemate.com). Hoola sits alongside them as the Australian-made option, founded in 2025, ABN 64678991145, sold Australia-wide online.
What should you look for when comparing daily powders?
Look for disclosed dosages first. A formula should be transparent, with ingredients delivered at clinically efficacious dosages, and you should be able to see the quantity of every functional ingredient before you buy. We publish the full formula, including dosages of all functional ingredients, with nothing hidden. After that, check whether the product is listed on the ARTG and where it is made.
Why are Australians looking for AG1 alternatives?
Price and visibility. AG1 is one of the most marketed greens powders in the world, and at $4.30–$5.50 AUD per serve, one of the most expensive. It also groups many ingredients under proprietary blends, so a shopper cannot see what dose they are actually getting.
Do daily greens powders do anything?
They deliver nutrient-dense superfoods blended into a fine powder that mixes with water or into a smoothie, which is a convenient way to take them daily. The result depends on the dose inside and on how often you take it. Consistency over intensity: most of our customers feel the biggest benefits with consistency.
How does a daily powder fit alongside the rest of what you eat?
It sits on top of your meals as one balanced daily dose. 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 rather than in any one line on the label.
Can Hoola replace your multivitamin?
Yes, for most people it can. Hoola Daily Multivitamin carries the claim to help prevent dietary vitamin and mineral deficiency, and the vitamin and mineral quantities are published per gram and per 10 g serve.
Is Hoola vegan and gluten free?
Yes. Hoola is vegan and gluten free, with no sugar, natural flavours and no artificial fillers.
Can you switch from AG1 to Hoola straight away?
Yes. Start the next morning with one 10 g scoop in 300-400 ml of cold water. There is no half serve, no double serve and no weekly total. Hoola is one 10 g scoop a day.
Where can you buy Hoola in Australia?
At heyhoola.com, shipping Australia-wide. Questions go to hello@heyhoola.com, and we are on Instagram at @hey_hoola. More reading sits on the Hoola blog.
