The Muscle Mag
The prototype is a fast-melt powdered stick for “on-the-go post-work-out convenience”, said the company in a press release, that also reduces common unpleasant side effects associated with magnesium supplementation.
The prototype samples are orosoluble sticks which deliver a single dose of 250 mg elemental magnesium [upper limit of magnesium in a food supplement recommended by the European Food Safety Authority (EFSA)] neatly packed in a small 1.5 g sachet of powder.
“Orosoluble powders that can deliver uniform palatable doses of magnesium require significant expertise to develop successfully” explained Alan Connolly, R&D manager at Lubrizol. “It involves striking the right balance between particle size, solubility, taste and flowability. Too large a particle size will result in poor dispersion in the mouth leading to a gritty, unpleasant texture.”
Mg: importance & market
Consumer demand for magnesium products has grown impressively in recent years, with data from SPINS in the U.S. showing that sales of supplements formulated with the mineral have increased by 30% over the past two years.
Data shared by Brandon Casteel, VP of partnerships at SPINS, at the recent UNPA Members Retreat showed that sales in the mass and natural channels in the U.S. reached US$336 million for the 52 weeks ending June 16, 2024.
Magnesium supplement sales accounted for 27% of the growth within the sleep, calmative and mood supplement subcategories due to its variety of benefits, said Casteel.
The National Institutes of Health (NIH) lists magnesium as being necessary for more than 300 biochemical reactions in the body, from helping maintain normal muscle and nerve function, to keeping heart rhythm steady, supporting a healthy immune system and keeping bones strong. The mineral is also needed for blood sugar management and healthy blood pressure.
Magnesium is also EFSA-approved for its crucial role in normal energy-yielding metabolism, normal muscle function, protein synthesis and electrolyte balance, said Lubrizol.
Absorption
“Magnesium supplementation is widely embraced to bridge some nutritional gaps,” said Isabel Gómez, global marketing manager for Lubrizol Nutraceutical business. “However, obtaining the daily recommended dose can be burdensome, whether due to large pill sizes, their tendency to leave an unpleasant taste in the mouth or gut discomfort, which consequently indicates poor absorption.
“The MagShape magnesium ingredient was uniquely designed to ease the routine of supplementing by concentrating a potent dose of magnesium into the smallest serving while also being microencapsulated to ensure its absorption and minimize side effects.”
Gómez added that the company is planning a bioavailability study to confirm bioactivity in the body.
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