The Muscle Mag
The UK based company designed Power Up to support muscle recovery, boost energy levels and aid sleep, aiming to improve runners’ rest and recovery between training sessions.
As Tim Boote, co-founder of Protein Rebel explained to NutraIngredients, magnesium specifically is often lacking in the diets of those with an active lifestyle.
Research shows that 60% of the adult population isn’t getting the recommended daily amount of magnesium, and runners are at greater risk of magnesium deficiency because they lose the mineral through sweating.
Recovery product
Protein Rebel formulated its product based on the UK’s RDI of magnesium: 300mg a day for men (19 to 64 years) and 270mg a day for women (19 to 64 years).
Boote explained the brand sources magnesium from seawater because it is more readily absorbed by the body and contains a higher concentration of trace minerals to support overall health.
He noted that seawater-derived magnesium is also considered more sustainable than land-based sources, which aligns with brands commitment to sustainability.
Magnesium must be combined with another molecule to be absorbed by the body, resulting in different magnesium compounds like magnesium citrate, chloride, and oxide.
There are 10 main types of magnesium compounds, each with varying amounts of magnesium and bioavailability. However, some like magnesium oxide contains a high level of magnesium but have been shown to have low bioavailability, so the body can only use a small portion of it.
The magnesium is combined with citric acid to produce magnesium citrate, which Boote explained is a highly bioavailable type of magnesium.
“We’ve chosen to use just one high-quality ingredient sourced from seawater and have combined it with citric acid to deliver both a high content of magnesium and high bioavailability,” he said.
Magnesium for runners
The product is designed to relieve muscle cramps and leg stiffness while reducing fatigue and improving sleep quality.
“Our brand targets endurance athletes, and runners in particular, and so we talk to runners on a daily basis,” Boote said.
“It was clear to us that they were missing a good quality magnesium supplement.”
Runners need electrolytes like sodium, potassium, magnesium, and calcium, especially for long-distance running, to stay hydrated and prevent fatigue, dizziness, and muscle spasms.
While sodium intake is usually managed, magnesium is often overlooked. Adequate magnesium aids in faster recovery reduces cramps, and improves sleep, helping runners stay ready for the next day.
Recent research has explored the potential of magnesium supplements to reduce muscle soreness in physically active individuals, and with results finding that magnesium supplementation can reduce muscle soreness and provide a protective effect against muscle damage.
Researchers additionally advise increasing magnesium intake by 10-20% for those engaged in intense exercise, particularly two hours before training.
NutraIngredients’ Active Nutrition Summit returns next month online in two sessions on the State of the Market and Cognitive Health.
On the 8th of October, experts will discuss key trends, as well as the challenges and opportunities within this growing sector, and the 15th of October session will explore the connection between body and mind, particularly in using nutrition to enhance cognitive health.
This year’s digital summit is completely free, but pre-registration is required. Be sure not to miss out and reserve your space here.
On-trend
Despite its long-standing place in the market, magnesium continues to maintain its on-trend position due to its versatility, Nick Morgan, managing director of Nutrition Integrated, recently told NutraIngredients.
“Magnesium is a really good example of how a mineral that we’ve known for so long can continue to be exciting when positioned really well,” Morgan said.
He explained that while it is well-known for sports recovery, it’s increasingly gaining attention for sleep and calmness.
The 2024 Supplement Trends Report by market research firm Spate highlighted magnesium as a leading supplement due to its wide-ranging health benefits, particularly for sleep and anxiety.
The report showed that magnesium supplements have seen a significant rise in popularity, with monthly search volumes reaching 3.3 million—a 484.2K increase from last year.
According to the report, consumers are increasingly interested in different forms of magnesium, such as citrate, glycinate, and sulfate, for targeted benefits.
The report predicted that the trend will continue, supported by ongoing consumer education and the mineral’s established reputation.
