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.

The key to Magtein^®’s effectiveness is threonate, which facilitates the entry of magnesium into brain cells via glucose transporters (GLUTs), increasing intracellular magnesium levels. In this respect, it stands out from most other magnesium compounds, which have low brain bioavailability, as well as frequently causing gut problems.

In November 2024, magnesium L-threonate received official authorisation as a novel food, allowing its benefits to be enjoyed by consumers in the EU for the first time. This authorisation was approved based on proprietary data on Magtein^® that belongs to AIDP and its partner company ThreoTech, thus providing exclusive distribution protection.

The launch of Magtein^® in the EU follows extraordinary success in the US, where it is available as a branded product in Walmart, Target, Sam’s Club and Costco. With a five-year CAGR of 33 %, it has outperformed the overall market for products containing magnesium, and for formulas for cognition and stress/mood. It has also received over 91,000 reviews on Amazon, with an average rating of 4.5 stars.

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.¹

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.¹

Rory Lipsky, Sr. VP Marketing, ThreoTech, LLC, said: “Magtein is a truly unique product, which overcomes the brain bioavailability challenges associated with magnesium. The enormous success it has enjoyed in the US is testament to the top level of science involved in its discovery and the wealth of clinical research supporting its functions, as well as the scale of demand for effective solutions for cognitive health, mood and sleep. We’re hugely excited that consumers in the EU, where magnesium is already one of the most taken supplements, are now able to enjoy these benefits too.”

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.

¹ITC Consumer Supplement Survey, 2024 (Ranking based on 37 supplement types).

Bottled water has retained its title as America’s favourite packaged drink, outselling carbonated soft drinks (by volume) for the eighth year in a row, new data from the Beverage Marketing Corporation (BMC) shows.

Bottled water’s total volume sold in 2023 was 15.94 billion gallons, compared to carbonated soft drinks, which sold 11.84 billion gallons. Bottled water retail sales surpassed USD 48 billion, up 6.5 % from 2022.

“Multiple characteristics account for bottled water’s resonance with U.S. consumers, including its associations with healthfulness, convenience, safety, and value. An array of packaging types, ranging from single-serve to bulk, facilitates a wide range of uses,” says John G. Rodwan, Jr., BMC’s editorial director.

“Consumers’ thirst for beverages that offer benefits beyond refreshment alone also contributed to the fundamental hydrating beverage’s rise in the beverage standings. Bottled water’s zero-calorie status and its lack of artificial ingredients appeal to many consumers. Even where tap water may be safe and readily available, people may prefer bottled water, which they often believe tastes better. The availability of packaged water wherever beverages are sold also differentiates bottled water from tap,” says Rodwan.

Bottled water products compete with other packaged drinks, but not tap water. Most bottled water drinkers consume both tap water and bottled water, packaged conveniently in 3 and 5-gallon for the home and office, or at retail 1 and 2.5 gallon or individual size commonly sold by the case. However, when people are away from home and bottled water isn’t available, 70 % say they will choose another packaged drink, according to a survey conducted in 2022 on behalf of the International Bottled Water Association (IBWA) by The Harris Poll. Survey respondent choices were as follows: soda (22 %), sparkling or sweetened or flavored bottled water (10 %), sports drink (8 %), tea (7 %), coffee (6 %), juice/fruit drinks (5 %), functional water (5 %), bottled tea (4 %), energy drink (3 %). Among the remaining 30 %, a third (10 %) would drink from a water dispenser, either using a refillable cup (5 %) or disposable cup (5 %). Ten percent would drink filtered tap water, 6 % would drink unfiltered tap water, while 4 % would drink from a public water fountain (down from 7 % in 2019).

For more than a decade, consumers have been increasingly choosing bottled water instead of less-healthy packaged drinks. In fact, since 2012, 34 % of bottled water’s growth has come from people switching from less-healthy drinks to bottled water.

Bottled water’s volume surpassed soft drinks for the first time in 2016 and has done so every year since. Americans consumed, on average, 46.4 gallons of bottled water in 2023, compared to 34.4 gallons of soda. The fact is that consumers demand bottled water. Research shows that nine out of 10 Americans (91 %) say they expect bottled water to be available wherever other drinks are sold.

“Consumer preference for healthy hydration and bottled water is really good news for public health,” says Jill Culora, IBWA’s vice president of communications. “This is particularly important as the nation continues to experience high rates of obesity, diabetes, and heart disease.”

“Bottled water also has the added benefit of packaging that is 100 % recyclable, unlike laminated paper cartons, which technically can be recycled but most often they are not accepted by the majority of municipal recycling systems in the United States. Not only are bottled water containers 100 % recyclable (including the cap) but they also use much less plastic than other packaged beverages.”

Even with continuing growth and increased consumption, bottled water still has the smallest impact on the environment—thanks to the fact that it has the smallest water and energy use footprint of any packaged beverage. On average, only 1.4 liters of water (including the 1 liter of water consumed) and 0.21 mega joules of energy are used to produce 1 liter of finished bottled water.

Most bottled water is packaged in 100 % recyclable PET #1 plastic and HDPE #2 plastic, which are the plastics most recognised by consumers as being recyclable and the most recycled plastics in the world. Consumers can be confident about recycling plastic bottled water containers because they are among the few consumer packaging types that are universally recyclable across the United States. Not all cities and towns recycle glass bottles and laminated paper cartons, which are most commonly comprised of multiple layers of paper, plastic, and aluminum or wax.

PET plastic bottled water containers are the most recycled containers in U.S. curbside recycling programs, accounting for 52 %. PET plastic bottled water containers are a valuable resource because they can be recycled and used over and over again.

Recycling facilities know that there is a huge industry demand for post-consumer PET and HDPE plastics. Many bottled water companies use recycled PET and HDPE plastic to create new bottles, which helps to reduce their environmental impact further because they aren’t using virgin plastic.

“Helping people make healthier choices is at the core of the bottled water business,” says Culora. “Consumers have made it clear that there’s a demand for safe, healthy, and convenient bottled water, as they are responsible for propelling bottled water to the title of America’s most popular packaged beverage, by volume.”

Paul Graham, President of Americas at Döhler, is announced as FEMA’s new President. He is committed to increasing collaboration among all stakeholders and aims to champion flavour safety as well as to improve associations’ outreach efforts. With his experience within Döhler, he seeks to advance the industry.

During the FEMA Annual Leadership Conference, which took place in Charleston (SC) from April 29 to May 1, Paul Graham was appointed FEMA President. Paul brings vast experience of more than 35 years in the industry and has been an honoured member of FEMA for more than 10 years. He officially assumed his role on May 1, 2024, following his recognition by the association members and former President Laurette Rondenet.

FEMA, the Flavour and Extract Manufacturers Association of the United States, founded in 1909, is the preeminent national association of the U.S. flavour industry, dedicated to ensuring the availability of safe flavouring substances.

As President, Paul excitedly highlights, “I am deeply committed to leading FEMA through a period of evolution by creating and implementing a comprehensive strategic five-year plan. This will enhance collaboration among FEMA Committee Chairs, members, and stakeholders, while working together with IOFI (International Organisation of the Flavour Industry).”

Another central topic to Paul Graham’s agenda is advancing FEMA’s commitment to ensuring the safe and responsible use of flavourings through FEMA GRAS while fostering industry innovation. He is dedicated to improving outreach and membership engagement as well as making FEMA more accessible, strengthening programs like the FIL (Flavour Ingredient Library) and FEMA FLI (Future Leaders Initiative).

Together with its affiliate Stern Ingredients México, the Stern-Wywiol Gruppe based in Hamburg celebrated the enlargement of its production plant in Mexico City and is intensifying product development at the adjoining Technology Centre. The research facility will in future focus on dairy products, beverages and deli foods, too. The plant has two new production lines for food ingredients, and with 4,000 tonnes additional production capacity it will contribute to the group’s success in Latin America. After the facility in Malaysia, this is the second plant to be opened by the Stern-Wywiol Gruppe this year.

By placing greater emphasis on the development of applications in the field of dairy products, deli foods and soft drinks such as juices, nectars and concentrates, Stern Ingredients México, an affiliate of the Stern-Wywiol Gruppe, is now consolidating its position as an ingredients expert for the food industries of the Americas. The new focus of the long-established facility in Mexico will complement the already successful development of enzyme systems under the trade name SternEnzym, stabilizing systems (Hydrosol), vitamin and mineral complexes (SternVitamin) and flour and bakery applications under the brands Mühlenchemie and DeutscheBack – the latter specializing in typical regional products based on maize and wheat. Following the “custom fit” approach of the Stern-Wywiol Gruppe, leading food technologists develop the above functional systems for dairy products and beverages at this state-of-the-art applications laboratory. Furthermore, the owner-managed family business from Hamburg regards the generation of new information on applications at the research centre in Mexico as an opportunity to extend its technical services to North, Central and South America. It has also invested in the plant’s QM laboratory in order to conduct microbiological analyses, heavy-metal detection and a wide range of trial applications according to the latest scientific standards.

With around 100 employees and a total annual production capacity of 10,000 tonnes of food ingredients, Stern Ingredients México is the Stern-Wywiol Gruppe’s biggest plant outside Germany. On the one hand, the additional production capacity of 4,000 tonnes will help to meet Mexico’s increasing home demand, and on the other it will open up new export markets.