Magtein, a highly bioavailable form for magnesium supplementation, is to debut at Vitafoods Europe in the wake of huge success in the US.
Magtein, the proprietary form of magnesium L-threonate – the only effective, bioavailable form of magnesium that can cross the blood-brain barrier and enter the neuron cells – offers significant benefits for both brain and mental health. In multiple clinical studies, it has been found to improve memory, cognition, calmness, mood and quality of sleep.
In November 2024, magnesium L-threonate received official authorization as a novel food, allowing its benefits to be enjoyed by consumers in the EU for the first time. This authorization was approved based on proprietary data on Magtein that belongs to AIDP and its partner company ThreoTech, thus providing exclusive distribution protection.
In Germany, magnesium ranks as the most popular supplement, with 35% of consumers taking it and 82% perceiving it to be effective. Similarly, 99% of Italian consumers are aware of magnesium, with 31% taking it.
The potential of Magtein in the EU is also clear from the high demand for supplements in areas where magnesium offers benefits. For example, anxiety / stress is the top health concern for German consumers, with 33% willing to take a supplement for it.
Magtein is suitable for use in a wide range of products, including capsules, RTD beverages, snack bars, gummies, gels and powders. It will be showcased at Vitafoods Europe at stand 3M259.
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Naresh Khanna – 10 February 2025
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