AG1, Ritual and Blueland Fund Clinical Research as Brand Growth Engine

AG1 rolled out an upgraded version of its nutritional supplement, branded AG1 NextGen, last year after conducting four clinical trials to demonstrate how it closed nutrient gaps and supported gut health. In September, the company pledged $20 million toward three years of research and clinical trials in the gut health and nutrient gap area.

CEO Kat Cole compared the spending to brands that put tens of millions into splashy marketing moments like Super Bowl commercials. She described the research investment as a brand investment that helps conversion over time, brings people into the consideration set, and combats misinformation when debates arise around products, science or nutrition.

AG1 is part of a growing cohort of brands that finance their own scientific studies as a growth engine. The approach at AG1 and vitamin brand Ritual goes beyond paying third-party labs to verify efficacy and safety claims. Instead, these companies search for gaps in existing research and fund studies that appear in peer-reviewed academic journals.

The output is research that brands can use to drive their own innovation and show how their products differ. Companies including AG1, Ritual and Blueland are investing in clinical research to fuel brand growth, according to executives at those businesses, who see it as an important differentiator.