Magtein®, a unique and highly bioavailable form of magnesium with EU novel food status, is to be showcased at Fi Europe (2nd-4th December in Paris).

Magnesium is one of the most popular supplements in Europe, with 35% of consumers in Germany and 31% of those in Italy taking it.¹ One reason for the huge level of demand is its association with a range of current consumer needs, including cognition, memory, better sleep, and stress reduction.

However, most commercially available forms of magnesium struggle to deliver real benefits for cognitive health because they fail to effectively and efficiently cross the blood-brain barrier.

This challenge inspired researchers in the US to combine magnesium with threonate, resulting in a unique and patented molecular structure that facilitates the entry of magnesium into the brain via glucose transporters. Now sold as Magtein®, magnesium L-threonate has been found to support better memory, cognition, mood, sleep, and cognitive lifespans.

Following huge commercial success in the US, Magtein® was awarded novel food approval in the EU last year, with AIDP and its partner company ThreoTech, LLC given exclusive marketing rights for five years. Since then, it has enjoyed growing momentum in Europe.

Rory Lipsky, Sr. VP Marketing, ThreoTech, LLC, said: “Europe is enjoying a magnesium boom, partly because of the growing focus on solutions for cognitive health, sleep and stress. Amidst this interest, the choice of which magnesium to include in your product is critical, especially because most products are characterized by poor bioavailability. Magtein® ​ is a smarter magnesium supported by science and we love the fact that we’re now able to offer its unique benefits to the European market.”

As well as nutraceuticals, Magtein® is suitable for use in a wide range of food and beverage products, including RTD beverages, snack bars, gummies, and gels. It will feature at Fi Europe at Stand 71P45.

¹ ITC Consumer Supplement Survey, 2024

About ThreoTech

ThreoTech, LLC is an innovative manufacturing, marketing, and research company that was created as a spinoff from AIDP to promote the power of Magtein. ThreoTech, LLC is the exclusive global ingredient supplier and patent licensee for Magtein®, ensuring its quality and authenticity.

About Magtein®

Magtein®, the proprietary form of magnesium L-threonate, is a unique bioavailable magnesium brain health ingredient. It has been shown to work by efficiently and effectively crossing the blood-brain barrier. Due to its ability to quickly enter neuron cells, Magtein® ​ improves synaptic density and neuroplasticity, particularly in regions of the brain involved with memory, cognition, emotion, and stress.

About AIDP

AIDP is an ingredient supplier serving the dietary supplement, food, beverage, and pet food industries and is the original company to bring Magtein® to the market. AIDP specializes in branded ingredients and now has over 40 IP protected products along with a portfolio of over 300 commodity products.