Here is a part of an article "The Adventures of Superfood" which was published in businessweek.com (Bloomberg Businessweek Magazine):
Dr. Susanne Talcott, assistant professor of toxicology and a director of research at Texas A&M’s Nutrition and Food Science Dept., specializes in testing superfoods. She conducts animal trials, human clinical trials, and cell culture tests on a whole range of foods. For this article, she agreed to review the ingredients and amounts on the fact sheet of a serving of Shakeology. Aside from almost three eggs’ worth of protein, vitamins, and minerals, there seemed to be a tad of almost every superfood known to the herbal-loving world, she says. Shakeology’s Adaptogen Herb Blend, for instance, has a combined 1,675 milligrams of maca (root) powder, astragalus (root) powder, cordyceps, schisandra (berry) powder, and suma (root) powder, among others. The Antioxidant Blend weighs in at 1,750 milligrams per serving and includes standards such as blueberry as well as goji and açaí. A third “phytonutrient super-green” blend adds 1,800 milligrams. Talcott did some fast math in her head. “If we add up the amounts of each of these blends, we are looking at about 5 grams. You say these are not extracts. So, we expect 1 percent to 2 percent secondary bioactive compounds. That would be some 50 milligrams.” She explained that the amounts she uses in clinical trials are usually much higher, varying from one to two grams a day, to 7.5 grams per kilo of a subject’s body weight. She says, at first glance, “I think it might be a terrific product.” But she cautions, “I cannot answer whether the amounts provided here contain enough bioactives to indeed have [a positive] effect.”
Neither can the FDA. Dr. Daniel Fabricant, director of the Division of Dietary Supplement Programs at the FDA’s Center for Food Safety and Applied Nutrition, says that under a 1994 law called the Dietary Supplement Health and Education Act, companies don’t even have to notify the agency of their ingredients, as long as they were marketed in the U.S. before 1994 and they haven’t been chemically altered. “We’re going to take them at their word,” he says of Beachbody. As far as health claims, he says: “Statute requires they have substantiation of their claims.”
Mark Blumenthal, executive director of the American Botanical Council, a trade group for herbal remedies, is more critical. “The whole plant dried is not as concentrated as some extracts,” he says. To use more concentrated extracts could cost four times as much, he says, and as it is, Beachbody charges a premium. How does the company justify it? Blumenthal answers his own question: “Construct a compelling story.”
Which is exactly what Beachbody has done. It feeds on testimonials. “Once people go through a dramatic transformation—they lose weight, their cholesterol goes down, they have more energy—they just can’t stop talking about it, ” says COO Tuckerman. Moreover, “when anybody hangs out with Darin, they just want to be like him.”