You wake up flat. Coffee number one lands. By 3pm you are staring at a screen and reading the same line four times. So you go looking for a daily powder, and two names keep coming up.
For a reader who wants everyday energy, focus and mental clarity, Hoola is the better fit. For a reader chasing the broadest possible foundational nutrition in one drink, AG1 is the closer match.
That split runs through everything else. Hoola is a daily performance drink built for energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition, with 75-plus ingredients in a single scoop . Hoola sits at the intersection of calm and capability, delivering a kind of performance that feels bright, grounded and emotionally steady. We publish what is inside. Every ingredient is delivered at a clinically efficacious dose, and every quantity is published.
Key takeaways
- Hoola is a daily performance drink for energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition.
- Hoola publishes all 27 actives with exact quantities. Anyone can look up AUST L 508472 on the public ARTG register and check every number.
- AG1's 75-plus ingredients sit largely inside proprietary complexes , and the amounts inside those complexes are not disclosed.
- Hoola pairs a measured 100 mg caffeine dose with enXtra and adaptogens, so focus stays smooth rather than spiky.
- Hoola works out at A$3.30 a day on subscription, and the 15-day pouch exists as a two-week trial before you commit.
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 built it around one duality, calm clarity and energised performance. That is for people carrying burnout, emotional load and stress, who still need energy that lasts past lunch. Wired but tired, running on stress fumes, reaching for the third coffee at 2pm. If that is your week, this is the formula.
A 10 g daily dose of actives does not fit a practical capsule count, so Hoola is a powder. The ritual is simple. One 10 g scoop into 300-400 ml of cold water, each morning. There is no half serve, no double serve and no weekly total. One scoop a day.
It is vegan, sugar free, gluten free, naturally flavoured, with no artificial fillers.
What is AG1, and who is it built for?
AG1 is a powdered greens and multivitamin-style supplement , designed to provide a broad range of vitamins, minerals and additional ingredients in a single drink . Its focus is broad nutrient intake in one serve .
The single scoop holds some 75-plus ingredients: vitamins, minerals, plant extracts, antioxidants, enzymes and probiotics . Beyond the vitamins there is a superfood blend of powdered greens, fruits and herbs , digestive enzymes and extracts , plus adaptogens including ashwagandha, astragalus and reishi mushrooms . The company markets it for benefits like improved energy, digestion, immune support and recovery .
Athletic Greens reformulated AG1 in May 2025 . The company described the new formula, AG1 NEXT GEN, as an upgrade adding more vitamins and minerals along with probiotics for digestive and immune health .
The catch for anyone reading the label closely: many of its ingredients sit behind proprietary blends, so you do not know exactly how much of each you are getting .
How do Hoola and AG1 compare side by side?
They answer different questions. Hoola is a daily performance drink focused on energy, focus and mental clarity. AG1 is centred on foundational whole-body nutrition. What sets Hoola apart is the Australian TGA listing, therapeutic dosing and a focus on calm performance.
| Hoola | AG1 | |
|---|---|---|
| Main focus | Energy, focus and mental clarity | Foundational whole-body nutrition, broad nutrient intake in one drink |
| Ingredient count | 27 actives | 75-plus ingredients in a single scoop |
| Dose disclosure | All 27 actives listed with exact quantities per gram on the ARTG certificate | Amounts inside the complexes are not disclosed |
| Australian regulatory status | Listed medicine, AUST L 508472 | Not TGA listed; stated quality credential is NSF Certified for Sport |
| Caffeine | 100 mg per serve, roughly equivalent to one standard cup of brewed coffee | Caffeine content is not clear |
Caffeine in Hoola is included at a measured dose so it can do its job, alertness and focus, without dominating the rest of the formula. AG1 notes that probiotic supplements are not always easy to compare label to label, because testing methods vary across brands .
Anyone can look up AUST L 508472 on the public ARTG register and check every number against what we publish. AG1 and IM8 are not TGA listed.
How does each formula support its main benefit?
Hoola works by pairing calm and energy in the same scoop. Where a traditional supplement lifts one or the other, we blend TGA listed nutrients, nootropics and adaptogens to support the dual state modern life asks for: maintain and support mental concentration, focus and clarity, and support a healthy stress response in the body.
Ashwagandha (KSM-66) carries the calm clarity side. It helps support the body's natural stress response, supports emotional wellness and a balanced mood during everyday stress, and is traditionally used in Ayurvedic medicine to support healthy mental focus and clarity. It also supports physical stamina, muscle performance and healthy sleep quality.
Cordyceps is the energised performance counterpart. Where caffeine offers a short, sharp lift, Cordyceps is included for sustained, lower-key energy support through the day. Reishi is the recovery side adaptogen, the calm dial, 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. Energy without the jitter or crash. Bacopa is intended for ongoing daily use, with cognitive support that builds with consistency.
AG1 supports its benefit through breadth. Its greens are rich in phytochemicals: spirulina contains a pigment, C-phycocyanin, with antioxidant and anti-inflammatory effects . Spirulina has antioxidant and anti-inflammatory properties, and wheatgrass and broccoli are also high in antioxidants and may protect against oxidative stress . Its probiotics are meant to survive stomach acid and seed the gut . The limit is the packaging: AG1 includes various proprietary complexes with ingredients shown to have health benefits in clinical research, but the complexes themselves do not appear to have been clinically studied, and AG1 itself does not appear to have been studied .
What exactly is in Hoola, and where can you check it?
All of it is public. Hoola is a Listed Medicine on the Australian Register of Therapeutic Goods, AUST L 508472, ARTG start date 8 August 2025, sponsor Hoola Australia Pty Ltd. The ARTG is the TGA's public register of therapeutic goods, and anyone can search it . The certificate lists all 27 active ingredients with exact quantities per gram.
| 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. 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.
The forms matter as much as the numbers. KSM-66 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 is a standardised whole-plant 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. Korean Red Ginseng gets its "red" from a steaming process that increases the concentration of ginsenosides. Vitamin D3 is Vitashine, a vegan source. Beta-carotene is Lyc-O-Beta, plant-source.
The B vitamins arrive in active forms: pyridoxal 5-phosphate (B6), levomefolate (folate), mecobalamin (B12) and riboflavin sodium phosphate (B2), so they are ready for the body to use without additional conversion steps. Hoola uses active and bioavailable forms wherever possible, in line with Australian quality manufacturing standards. No mega doses, just smart daily support.
Caffeine is natural, from plant sources. Hoola is manufactured in Australia by BJP Laboratories Pty Ltd, Yatala QLD, with Australian laboratory testing. We provide full formula transparency, including dosages of all functional ingredients. Expert formulation with therapeutic dosages, nothing to hide.
What changes when you switch from AG1 to Hoola?
The focus narrows and the effect you are chasing shifts from broad nutrition to daily performance. The future of performance is not harder. It is steadier. We built Hoola for this shift.
Trying something new can feel like a big leap, and most supplements get abandoned by week two. So the 150 g pouch is two weeks. Take it and see how you feel.
Here is the arc our customers describe.
- 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. Think of them like strength training for your stress response: the longer you use them, the stronger your system gets. Consistency over intensity. Most of our customers feel the biggest benefits with consistency.
Take it in the morning or early afternoon. Avoid close to bedtime, because of the caffeine.
Who should choose Hoola and who should choose AG1?
Choose Hoola if the thing you want back is your afternoon. It is for 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 looking to support their body and mind with a premium multivitamin, someone who wants more out of life, more balance, more adventure and more support. For people who want to perform without the crash.
We do not chase intensity or burnout. We support regulated energy, clear thinking and capability that lasts. Not pushing harder, just operating brighter.
Choose AG1 if your priority is the widest possible nutrient sweep in one drink. Many of its ingredients have plausible health roles across antioxidants, immune support and digestion, and the product is NSF-certified with third-party testing for label accuracy . Go in knowing the trade-off: the amounts of the ingredients in the complexes are not disclosed.
How much does each option cost per day?
Hoola is A$3.30 a day on subscription. That is A$99 a month, after a 20% discount plus a free welcome pack valued at $70.
| Option | Price | Per day |
|---|---|---|
| Subscription, 300 g Welcome Box, 30 days | A$99 a month | A$3.30 |
| One-off 30 day supply | A$125 | about A$4.17 |
| 150 g pouch, 15 day trial size | A$65 | about A$4.33 |
Subscription includes the welcome pack (glass drink bottle, stainless canister, scoop), 20% off RRP, free shipping every month, VIP offers and no lock-in.
AG1 is expensive relative to other supplements , and the cost of AG1 Next Gen is similar to that of the previous formula .
Still deciding? Start with the 15-day pouch. One scoop. One glass of cold water. One less thing to think about.
Frequently asked questions
Is there anything better than AG1?
Better depends on what you want the drink to do. AG1 is a popular greens powder positioned as an all-in-one supplement designed to support energy, gut health, immunity and recovery . If your goal is everyday energy, focus and mental clarity at disclosed doses, Hoola is the better fit. Hoola's closest alternatives are AG1 (drinkag1.com/en-au), IM8 (im8health.com), TMRW (drinktmrw.com/en-au) and AgeMate (agemate.com).
Is AG1 worth the hype?
It depends on how much you value breadth over proof of dose. AG1 packs a very broad mix of nutrients, essentially a multivitamin and mineral complex plus greens powders, herbs and probiotics . As of 2025, no fully independent trials have been published to prove AG1's claimed benefits . Its proprietary complexes contain ingredients with health benefits shown in clinical research, but the complexes themselves do not appear to have been clinically studied, and AG1 itself does not appear to have been studied .
Why is AG1 so expensive?
AG1 is expensive relative to other supplements , and the cost of AG1 Next Gen is similar to that of the previous formula . The pitch for the price is scope: AG1 includes vitamins and minerals and provides whole-food-sourced ingredients, prebiotics, probiotics and phytonutrients in one daily serving .
What makes AG1 different from other greens powders?
AG1 is a greens powder whose formula is divided into blends . It adds adaptogens, fruit and concentrated extracts from antioxidant-rich plants . It is also higher in many vitamins and minerals than a number of its competitors, and may contain more anti-inflammatory polyphenols thanks to extracts from green tea and cocoa beans . Where many brands rely on traditional culture-based methods (CFUs), AG1 uses digital PCR (dPCR), a molecular method for precise identification and quantification of probiotic strains .
How does AG1 compare to a multivitamin?
AG1 is broader in ingredient types and narrower in some minerals. A multivitamin typically focuses on vitamins and minerals , while AG1 adds greens, herbs, enzymes and probiotics. At the same time, AG1 provides only small amounts, 10% of the DV or less, of important macrominerals such as calcium, magnesium and potassium .
What supplements is AG1 meant to replace?
AG1 is formulated as an all-in-one nutrition powder containing vitamins, minerals, plant extracts, probiotics and enzymes . It provides a range of nutrients and added ingredients, such as probiotics and enzymes, which some people include as part of their daily routine .
What changed with AG1 NEXT GEN?
Athletic Greens reformulated AG1 in May 2025 , describing AG1 NEXT GEN as an upgrade with more vitamins and minerals plus probiotics for digestive and immune health . The Athletic Greens website states that AG1 NEXT GEN was investigated in four placebo-controlled clinical trials . The amounts of vitamins and minerals listed in this version do not exceed tolerable upper intake levels, despite often being higher than required in some cases . One result stands out: AG1 NEXT GEN did not significantly increase pyridoxine (vitamin B-6) levels over 8 hours compared with placebo, despite providing a high dose of 5 mg, equivalent to 294% of the Daily Value (Sapp, Front Nutr 2026) .
What does the research say about AG1?
The published evidence is thin and mostly about the gut. In one trial, healthy adults took daily AG1 versus a placebo over 4 weeks . The probiotics in AG1 did survive digestion and increased in the stool samples of the AG1 group . Of the trials the company cites, only two appear to have been published in peer-reviewed journals to date . As of 2025, no fully independent trials have been published to prove AG1's claimed benefits .
Is AG1 listed on the ARTG?
No entry was found. The ARTG search for "Athletic Greens" returned no matching results on 24 August 2026, and the ARTG search for "AG1" returned no AG1 greens-powder entry . The "AG1" search returned unrelated entries only, medical devices and vitamin products from other sponsors . The register carried a notice that some entries may not appear, so the search is not conclusive .
Does AG1 have an AUST L number in Australia?
No. AG1's Australian site displayed no AUST L number, and its stated credential is NSF Certified for Sport . In AG1's own terms, that certification covers annual manufacturing audits, ingredient toxicology review, label-claim checks and third-party testing for over 280 banned substances .
What does it mean when a product is TGA listed?
TGA listed means the product has an entry on the Australian Register of Therapeutic Goods with an AUST L number. The ARTG is the TGA's public register of therapeutic goods, and anyone can search it . Hoola's entry records the product type as a listed medicine and the dosage form as powder, oral.
Are greens powders regulated by the TGA in Australia?
Not always. The food-or-medicine boundary frames how AG1 is regulated in Australia . A greens powder sold as a food needs no ARTG entry and gets no AUST L number . Absence from the register can simply mean the product is sold as a food under food regulation .
How can you check whether a supplement is on the ARTG yourself?
Search the register. The ARTG is the TGA's public register of therapeutic goods, and anyone can search it . Hoola's entry is public: AUST L 508472, sponsor Hoola Australia Pty Ltd . Read results carefully, because the register displayed a notice that multiple entries may not appear in its dataset .
Is an all-in-one powder cheaper than buying the ingredients separately?
Yes, on our numbers. Buying the ingredients separately runs to 20+ supplements, over $250 a month in separate products and 15+ capsules a day, against Hoola at just $3.30 a day on subscription. 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.
Can you take Hoola and AG1 together?
Whatever else you drink, the Hoola serve does not change. Hoola is one 10 g scoop a day. There is no half serve, no double serve and no weekly total. Take it in the morning or early afternoon, and avoid it close to bedtime because of the caffeine.
Does Hoola contain the same nutrients as AG1?
No, the two overlap on vitamins and minerals and diverge everywhere else. AG1 includes 21 vitamins and minerals, notably A, C, E and a full spectrum of B vitamins plus zinc and selenium , with key ingredients including spirulina, chlorella and grasses like barley leaf and wheatgrass . Hoola's 27 actives combine vitamins and minerals with KSM-66 Ashwagandha, BacoMind Bacopa, Reishi, Korean ginseng, enXtra and Cordyceps, each at a published dose. Hoola is vegan, sugar free, gluten free, naturally flavoured, with no artificial fillers.
How do the other Australian AG1 alternatives compare?
Each one is built for a different outcome. Hoola is designed to help you perform better today, while AgeMate is designed primarily around longevity and healthy ageing. Hoola focuses on everyday energy, focus and mental clarity, while TMRW takes a broader approach to longevity, gut health and cellular health. Hoola is a streamlined 27-ingredient formula for everyday performance, while IM8 takes an extensive 90-ingredient whole-body approach. None of AG1, IM8, TMRW or AgeMate holds an Australian ARTG listing.
Ready to try it? Start with Hoola, or read more on the blog.
