In an era when some brands will spend tens of millions on a splashy marketing moment, some brands are funneling just as much money toward scientific research.When AG1 launched an upgraded formula of its nutritional supplement, called AG1 NextGen, last year, it did so after running four clinical trials to show how it closed nutrient gaps and supported gut health. Then, in September, the company committed $20 million to support three years of research and clinical trials in the gut health and nutrient gap space.
“Some people invest their brand marketing dollars in Super Bowl commercials. This is, in a way, a brand investment, and it does help conversion over time,” CEO Kat Cole said in an interview with Modern Retail. “It brings people into the consideration set, and it helps combat misinformation when there are debates around products or science or nutrition.”
AG1 is among a growing number of brands that fund their own scientific research to serve as a growth engine. The efforts at AG1 and companies like vitamin brand Ritual go beyond paying third-party labs to verify claims about efficacy and safety. Instead, these companies look for gaps in existing research and fund studies published in peer-reviewed academic journals.
