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).
Brown-Forman Corporation and The Coca-Cola Company announced a global relationship to debut the iconic Jack & Coke cocktail as a branded, ready-to-drink (RTD) pre-mixed cocktail option.
Jack Daniel’s & Coca-Cola RTD, inspired by the classic bar cocktail, will be made with Jack Daniel’s Tennessee Whiskey and Coca-Cola. The beverage will be available in markets around the world, with initial launch planned for Mexico in late 2022.
The can and packaging, which will feature two of the world’s most recognizable and valuable trademarks in Coca-Cola and Jack Daniel’s, will include clear responsibility symbols stating that it is to be enjoyed only by consumers of legal drinking age. Jack Daniel’s & Coca-Cola RTDs will adhere to responsible marketing practices held by Brown-Forman and The Coca-Cola Company.
The global benchmark for alcohol beverage volume (ABV) is 5 % but will vary depending on the market. A zero sugar version of the beverage will also be available.
As the battle for superfruit supremacy rages on a new product is set to return the title to the true superfruit. A product that offers an entirely new way to experience a fruit with more nutritional benefits and social mission that provides generational change.
Introducing bevCacao — a radical new beverage loaded with goodness and social responsibility. Armed with the ethos “Good for you. Good for them,” bevCacao stands behind its one-two punch of nutrition and community support.
First, what’s in it for the consumer: Cacao provides three times the antioxidants of pomegranate. Twice as many as acai. Jam-packed with prize-fighting flavanols to deliver a knockout blow to toxins and free radicals. Vegan-friendly immune system support with no added sugars to boot.
Grown in uber nutrient-rich, unfertilised soil along the equator, cacao fruit comes from small family farms. Unlike other fruits, cacao doesn’t grow on branches. It grows on the trunk, meaning farmers must carefully cut the fruit away without damaging the tree. No nutrients are fertilised away — everything says right there in the fruit.
Previously, cacao was only coveted for its seeds — yes, cacao seeds are the base of what becomes chocolate. Farmers would scoop out these seeds, but the pulp of the cacao fruit was a waste product dropped onto the plantation floor. And what a waste indeed, as the pulp makes up roughly 30 percent of the pod and holds much of the nutrients.
Beyond antioxidants, bevCacao is loaded with fiber, promotes a healthy gut and balanced mind-body connection, hydrates on a cellular level, and improves cardio health. Essential minerals like magnesium turn glucose into energy. It’s perfect for an electrolyte boost post-workout or to sip whenever users need a little boost to their day.
On top of everything, bevCacao is sustainably harvested and canned and represents a massive profit boost for farmers who cultivate it. By using this pulp in its juices, bevCacao is creating a life-changing new revenue stream for these hard-working farmers without adding much extra work.
Beyond nutritional value and social impact, another differentiator for bevCacao is the taste.
Given its close connection to cocoa, one might assume that bevCacao will have a chocolate flavour. But while cacao juice offers the same health benefits of chocolate, the taste will come as a surprise to many. Not a hint of chocolate is to be found. Instead, bevCacao is fruity, sweet, and tangy, like the tropics after a storm. Users get notes of banana, white peach, lychee, and a spritz of lemon.
bevCacao is available online at bevCacao.com, Amazon.com and Walmart.com.
