Written by Human & AI
Table of contents
AG1 and IM8 both cost around $79 per month and promise to replace handfuls of supplements with a single daily drink. If you’re debating AG1 vs IM8, AG1 has spent years building trust through podcast sponsorships and Andrew Huberman’s endorsement. IM8 launched in January 2025 with David Beckham as co-founder and a scientific advisory board drawing from NASA, Mayo Clinic, Cedars-Sinai, and Yale. The real difference lies not in price or celebrity backing but in ingredient transparency, clinical evidence, and how each product structures its formula.
AG1 uses proprietary blends that group ingredients without disclosing individual doses. IM8 claims full label transparency, listing every ingredient with its exact amount. Both products carry NSF Certified for Sport status and contain roughly 83 to 92 ingredients, but the way those ingredients are validated and communicated to consumers differs significantly.
This comparison cuts through the marketing to examine what actually matters: dose transparency, probiotic content, clinical evidence, and which product makes the stronger case at a nearly identical price point. For a wider look at how both products compare across the greens powder market, see our best greens powders roundup.
Key takeaways
- AG1 and IM8 cost the same at around $79 per month. IM8 provides full ingredient transparency while AG1 uses proprietary blends.
- IM8 has published a 12-week clinical trial. AG1 relies on 52 formula iterations without an equivalent study on the complete formula.
- AG1 clearly states 7.2 billion CFU probiotics per serving. IM8 does not prominently disclose its CFU count, which is a meaningful gap for gut health seekers.
- AG1 suits athletes and fitness enthusiasts who value established credibility and NSF certification. IM8 appeals to those prioritising dosage transparency and longevity science.
Quick comparison: AG1 vs IM8
| Category | AG1 | IM8 |
| Price (subscription) | $79/mo ($2.64/serving) | ~$106/mo ($3.5/serving) |
| Ingredients | 83 in proprietary blends | 92 with fully disclosed doses |
| Probiotics | 7.2 billion CFU (stated) | Not prominently disclosed |
| Probiotic strains | Lactobacillus acidophilus, Bifidobacterium bifidum | Bacillus subtilis DE111, Bacillus coagulans BC99 (spore-forming) |
| Postbiotics | No | Yes, FloraSMART |
| Digestive enzymes | Bromelain, papain | Amylase, protease, lipase, cellulase |
| NSF Sport certified | Yes | Yes |
| Clinical trial | None on full formula | 12-week trial published |
| Celebrity backer | Andrew Huberman | David Beckham |
| Money-back guarantee | 60 days | 60 days |
| Best for | Athletes, gut health, established trust | Transparency seekers, longevity focus |
Pricing and value
AG1 costs $79 per month on subscription at $2.64 per serving. IM8 is more expensive at around $3.5 per serving for 30 servings. Both brands bundle extras with first orders. AG1 includes travel packs, a shaker bottle, and a vitamin D3 dropper. IM8 ships with a shaker and frother. AG1 offers a 60-day money-back guarantee, 3same as the IM8’s 60-day window, so the financial risk for first-time buyers is the same. Since price cannot separate these products, the decision comes down entirely to formula, transparency, and evidence.
AG1: established credibility, proprietary structure
Formula overview
AG1's Next Gen formula contains 83 ingredients organised into four proprietary blends: an Alkaline Nutrient-Dense Raw Superfood Complex, a Nutrient-Dense Extracts, Herbs and Antioxidants blend, a Digestive Enzyme and Super Mushroom Complex, and a Dairy-Free Probiotics blend. The label shows the total weight of each blend but does not disclose individual ingredient amounts within each category.
This structure makes it impossible to verify whether specific ingredients like ashwagandha, rhodiola, or spirulina are present at clinically effective doses. Research on ashwagandha typically uses 300 to 600mg daily for stress benefits. Without individual disclosures, consumers must take the formulation on trust. For a full breakdown of AG1's formula, see our full AG1 review.
Probiotics: AG1's clearest advantage
AG1 states its probiotic content clearly at 7.2 billion CFU per serving across multiple strains including Lactobacillus acidophilus and Bifidobacterium bifidum. This is one of the few specific, verifiable numbers AG1 discloses and it represents a genuine strength. Most clinical research on gut health uses doses between 1 billion and 10 billion CFU daily. AG1 sits comfortably within that range.
IM8 takes a different approach. Its probiotic formula uses spore-forming strains, Bacillus subtilis DE111 and Bacillus coagulans BC99, which are designed to survive stomach acid and reach the intestine intact. However, IM8 does not prominently disclose a specific CFU count in its marketing materials or on the label as reviewed for this comparison. For anyone specifically targeting documented probiotic potency, AG1 provides a clear, verifiable number that IM8 currently does not match in its public-facing communications.
Prioritising gut health? AG1 delivers 7.2 billion CFU probiotics per serving, independently verified. Try AG1 with the subscription discount
NSF certification and testing
AG1 holds NSF Certified for Sport status, meaning every batch is independently tested for over 270 banned substances and verified to contain what the label claims. AG1 publishes third-party heavy metal test results on its website. Both products are formulated to meet FDA and California Prop 65 safety standards for contaminants. For competitive athletes subject to drug testing, NSF Sport certification is the most important credential a supplement can hold, and AG1's longer track record with this certification is a genuine advantage.
Track record and formula development
AG1 has been continuously refined since 2010 through 52 formula iterations, with the current Next Gen version launched in early 2025. This iterative development reflects years of user feedback and ingredient research, even if it does not substitute for a dedicated clinical trial on the complete formula. The brand's sustained growth signals strong and consistent consumer trust over more than a decade.
IM8: transparency-first, science-backed newcomer
Formula overview and full label disclosure
IM8 Daily Essentials launched in January 2025 co-founded by David Beckham and Prenetics (NASDAQ: PRE), a listed health sciences company. The formula contains 92 ingredients and is marketed with full label transparency with no proprietary blends and every ingredient listed with its exact dose. This includes clinically-dosed CoQ10 at 100mg and MSM at 1,000mg, both amounts that align with ranges used in published research. IM8 also specifies branded ingredients with documented provenance: Quatrefolic for folate, VegD3 for vitamin D3, and FloraSMART for its postbiotic. These trademarked forms come with supplier dossiers detailing purity controls and stability data.
The practical benefit of full disclosure is significant. Consumers and healthcare providers can assess every component independently, check for potential interactions with medications, and verify whether key ingredients meet effective thresholds.
Digestive system: where IM8 goes further
IM8 takes a notably more comprehensive approach to gut health than most greens powders. Rather than offering only probiotics or only prebiotics, the formula includes all three tiers of gut support. For probiotics, IM8 uses spore-forming strains Bacillus subtilis DE111 and Bacillus coagulans BC99, chosen specifically for their ability to survive stomach acid and reach the intestine intact. For prebiotics, the formula includes guar fibre and agave inulin to feed beneficial gut bacteria. For postbiotics, IM8 includes FloraSMART, a heat-treated strain that provides beneficial metabolites to support gut barrier function and regularity. The ISAPP formalised postbiotics as a distinct category of gut support in 2024, and IM8 is one of the few daily greens supplements to include them.
IM8 also includes a complete digestive enzyme panel covering amylase for carbohydrates, protease for proteins, lipase for fats, and cellulase for plant fibres. AG1 by comparison includes bromelain as its primary enzyme. The broader enzyme panel in IM8 addresses a wider range of macronutrients, which may benefit users who experience digestive discomfort after meals.
Clinical trial
IM8 has published a 12-week clinical trial available on its website. The study measured specific biomarkers and self-reported wellness outcomes in participants taking the formula daily over three months. This represents more direct human evidence for the current formula than AG1 currently provides. AG1 references extensive ingredient research and formula iterations but has not published a comprehensive clinical trial on the complete AG1 Next Gen blend.
One important caveat: this is a company-funded trial rather than independent peer-reviewed research. A single company-published trial does not establish long-term efficacy. But for evidence-focused buyers, the existence of published trial data on the actual formula is a concrete advantage for IM8.
Scientific advisory board
IM8's advisory board includes researchers from Mayo Clinic, NASA, Cedars-Sinai, and Yale. These credentials suggest meaningful scientific input during formulation. The more credibility-relevant element of IM8's brand is this advisory board rather than Beckham's co-founder role, which is primarily a marketing and investment relationship.
Taste and mixability
IM8 comes in two flavours: acai and mixed berry, and lemon and orange. The formula is sweetened with monk fruit rather than stevia, which produces less upfront sweetness and virtually no aftertaste, but results in a more pronounced botanical flavour. Reviews consistently describe IM8 as tarter and slightly grittier than AG1, with a faster settling time that requires a second shake if left sitting.
AG1 offers four flavours all sweetened with stevia, creating a consistently sweet profile that most users find easier to drink daily. AG1 also blends more smoothly into smoothies and other recipes than IM8's stronger botanical flavour allows. For pure drinkability, AG1 has the edge, though taste is always subjective.
Ingredient transparency: the defining difference
This is the central tension between these two products. AG1's proprietary blend approach is standard practice in the supplement industry, and the company's argument is that formula synergy matters more than individual ingredient doses. IM8's counter-argument is that consumers deserve to know exactly what they are putting into their bodies and in what amounts.
In practice, IM8's full disclosure allows a direct check against research literature. It's disclosed that the ashwagandha dose of 600mg standardized to 5% withanolides aligns with doses used in stress and cognitive research. AG1's ashwagandha content is unknown beyond being present within a larger proprietary blend. For anyone who wants to audit their supplement stack precisely, IM8's labeling makes that possible, and AG1's does not.
The celebrity factor: Huberman vs Beckham
AG1 gained its initial foothold through Andrew Huberman's endorsement on the Huberman Lab podcast. Huberman is a Stanford neuroscientist who discusses supplement science in depth and credits AG1 as part of his daily protocol. His scientific background lends the association more substantive weight than a typical influencer partnership, even if he is a paid partner.
David Beckham co-founded IM8 through Prenetics and reportedly contributed to product development rather than simply lending his name. His athletic pedigree creates aspirational appeal, but his role is primarily entrepreneurial rather than scientific. Neither endorsement should drive a purchasing decision. Both are marketing mechanisms. The products should be evaluated on formula, evidence, and transparency.
Who should choose each product?
Choose AG1 if you...
AG1 is the stronger choice for competitive athletes who need NSF Sport batch-level certification, for anyone specifically targeting gut health with a documented probiotic dose, and for users who want a supplement with a decade-long track record and established community credibility. The 7.2 billion CFU probiotic count is clearly stated and independently verified. The 90-day money-back guarantee makes trying it financially low-risk. If you are already embedded in the fitness and podcast wellness community, AG1 fits naturally into that ecosystem.
Choose IM8 if you...
IM8 is the better choice for consumers who want to see exactly what they are taking and in what amounts. This includes healthcare-minded buyers, those working with nutritionists or doctors who need to assess supplement interactions, and anyone who finds proprietary blends frustrating. The published clinical trial provides a level of formula-specific evidence AG1 does not currently match. The three-tier gut health system, combining spore-forming probiotics, multiple prebiotic fibers, and the FloraSMART postbiotic, is more comprehensive than AG1's approach. If longevity science and cellular health are specific priorities, IM8's advisory board credentials and formulation philosophy align more closely with that focus.
Not sure which is right for you? See our best greens powders roundup, where we rank both AG1 and IM8 alongside six other leading products.
Final verdict
At nearly identical price points, AG1 and IM8 represent two genuinely different philosophies of supplementation. AG1 wins on probiotics. Its 7.2 billion CFU is clearly stated and sits within the therapeutic range supported by gut health research. It also wins on track record, flavour variety, and the breadth of its third-party testing history. For athletes, the NSF Sport certification remains the most important credential in the supplement space, and AG1 has held it longer.
IM8 wins on transparency, clinical evidence, and digestive system depth. Full label disclosure is a meaningful advantage that AG1 cannot match under its current proprietary blend structure. The published 12-week trial gives IM8 a level of formula-specific evidence that more demanding consumers will rightly value. The addition of postbiotics and a full enzyme panel also gives IM8 a more complete approach to gut health than AG1's probiotic-only model.
Our recommendation: for most people, particularly those who prioritise gut health, athletic performance, or want the reassurance of an established brand, AG1 remains the stronger everyday choice. If ingredient transparency is your priority and you are comfortable with a newer brand backed by solid science, IM8 makes a compelling case at the exact same price.
Frequently asked questions
How do AG1 and IM8 compare on price and what comes in the box?
Both cost around $79 per month on subscription. AG1 includes a shaker bottle, travel packs, and vitamin D3 dropper with the first order. IM8 includes a shaker and frother. AG1 offers a 90-day money-back guarantee. IM8 offers 60 days. Neither brand offers significant bulk purchase discounts beyond the monthly subscription rate.
What is the biggest difference in ingredient transparency between the two products?
AG1 organises its 83 ingredients into four proprietary blends that show total blend weights but not individual ingredient amounts. IM8 lists all 92 ingredients with specific dosages, including 100mg CoQ10 and 1,000mg MSM clearly stated on the label. IM8 buyers can verify whether key ingredients reach effective doses. AG1 buyers cannot. Both carry NSF Certified for Sport status, which verifies label accuracy, but AG1's blended structure means accuracy on blend totals rather than individual components.
What are the confirmed probiotic details for each product?
AG1 clearly states 7.2 billion CFU per serving including Lactobacillus acidophilus and Bifidobacterium bifidum strains. IM8 uses spore-forming strains Bacillus subtilis DE111 and Bacillus coagulans BC99, chosen for their resilience through the digestive system, but does not prominently publish a specific CFU count in its marketing materials. For consumers prioritising documented probiotic potency, AG1 provides a clear, verifiable number that IM8 currently does not match publicly.
How strong is the clinical evidence behind each product?
IM8 has published a 12-week clinical trial available on its website measuring biomarkers and self-reported outcomes in daily users. AG1 references 52 formula iterations and extensive ingredient research but has not published a clinical trial on the complete AG1 Next Gen formula. A published product-level trial carries more direct evidential weight than ingredient studies conducted by third parties. However, one company-funded trial is not the same as independent peer-reviewed research. Readers should weigh both the presence of IM8's trial and its limitations.
What do the NSF Sport certifications verify for both products?
NSF Certified for Sport confirms that a product has been tested for over 270 banned substances and that the label accurately reflects what is in the container. It does not validate whether ingredients are present at effective doses or whether the formula produces the health outcomes the brand claims. Both AG1 and IM8 hold this certification. AG1 additionally publishes third-party heavy metal test results on its website. Both products are formulated to meet FDA and California Prop 65 safety standards for contaminants.
Who is each product best suited for?
AG1 suits athletes and fitness-focused consumers who value a decade of brand credibility, a clearly stated 7.2 billion CFU probiotic dose, and NSF Sport certification with a long testing history. IM8 suits transparency-minded consumers, those working with healthcare providers who need to assess supplement interactions, and anyone specifically interested in a comprehensive three-tier gut health system combining spore-forming probiotics, prebiotics, and postbiotics. Both are broad-spectrum daily supplements rather than targeted therapeutic interventions.