EUROPE | Magnesium is one of the most popular supplements in Europe, with 35 percent of consumers in Germany and 31 percent of those in Italy taking it.
One reason for the high demand is its association with a range of current consumer needs, including cognition, memory, better sleep, and stress reduction.
However, most commercially available forms of magnesium struggle to deliver meaningful benefits for cognitive health because they fail to cross the blood-brain barrier effectively and efficiently.
This challenge inspired researchers in the US to combine magnesium with threonate, resulting in a unique, patented molecular structure that facilitates the entry of magnesium into the brain via glucose transporters.
Now sold as Magtein, magnesium L-threonate has been found to support better memory, cognition, mood, sleep, and cognitive lifespans.
Following its huge commercial success in the US, Magtein was granted novel food approval in the EU last year, with AIDP and its partner, ThreoTech, LLC, granted exclusive marketing rights for 5 years. Since then, it has enjoyed growing momentum in Europe.
“Europe is enjoying a magnesium boom, partly because of the growing focus on solutions for cognitive health, sleep and stress," said Rory Lipsky, Sr. VP Marketing, ThreoTech, LLC.
"Amidst this interest, the choice of which magnesium to include in your product is critical, especially because most products are characterised by poor bioavailability. Magtein is a smarter magnesium supported by science, and we love the fact that we’re now able to offer its unique benefits to the European market.”
In addition to nutraceuticals, Magtein is suitable for use in a wide range of food and beverage products, including RTD beverages, snack bars, gummies, and gels. It will feature at Fi Europe at Stand 71P45.
Magtein, a unique and highly bioavailable form of magnesium with EU novel food status, is to be showcased at Fi Europe from the 2nd to the 4th of December in Paris.
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