Functional ingredients manufacturer ThreoTech will debut Magtein, its flagship magnesium L-threonate nutraceutical at Vitafoods Europe 2025.
This follows the European Commission's decision to deem Magtein a novel food, meaning that ThreoTech is the sole company permitted to produce the ingredient within the EU.
The nutraceutical, which has already been a commercial success in the US, has been proven to benefit cognition by surpassing the blood-brain barrier; where it supports memory and reduces feelings of stress & anxiety.
According to ThreoTech, Magtein's efficacy is largely down to its threonate component, which allows magnesium to enter the brain cells via glucose transporters.
Magtein is currently available as a branded ingredient in key retail chains across the US, including Walmart, Target and Costco.
With a CAGR of 33%, it is currently performing better in terms of the growth than the overall magnesium market.
Magnesium: king of the minerals?
Magnesium, similar to vitamin D and omega-3, has remained highly popular amongst consumers due to its wide-spanning, whole body benefits.
According to a 2024 consumer supplement survey by ITC, magnesium is the most popular supplement choice in Germany, with 35% of consumers using it and 82% believing it to be an effective health-boosting solution.
A similar trend is seen in Italy, with 31% of respondents reporting they supplement with the mineral.
The survey also revealed that many take magnesium to combat stress and anxiety, with 33% of German consumers willing to take a supplement targeting this health aspect.
“Magtein overcomes the brain bioavailability challenges associated with magnesium, which has led to its success in the US market," noted Rory Lipsky, Sr. VP Marketing, ThreoTech, LLC.
"The ingredient's success thus far is a testament to the 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 excited that consumers in the EU, where magnesium is already one of the most popular supplements, are now able to enjoy the product's benefits too."
Magtein is suitable for use in a wide range of dietary supplement products, including RTD functional beverages, gummies, bars, capsules and powders.
Attendees at Vitafoods Europe 2025 can find the brand at stand 3M259, where the team will be on hand to discuss Magtein and its applications.