MAGSHAPE™ orosoluble magnesium earns the highest ratings for sensory properties in blind tasting 

Barcelona – Lubrizol’s MAGSHAPE™ melt-in-your-mouth magnesium was rated the most palate-pleasing option in a new consumer study.  The powdered stick’s superior sensory properties were confirmed in a blind-tasting panel involving 100 participants.

MAGSHAPE is a microencapsulated form of magnesium crafted by Lubrizol to redress many of the challenges associated with magnesium supplementation. Traditional magnesium supplements can have unpleasant aftertastes, cause gastric discomfort, and require high product volume to achieve the recommended magnesium daily intake. Initially made available in a highly concentrated and chewable tablet,  the company has recently introduced its ingredient in a new, trendy food supplement format: a small 1.5 g sachet of orosoluble powder prototype. This format appeals to the growing number of consumers who prefer to forego swallowing pills and was the format used in this sensory study.

Each compact sachet delivers 250mg of magnesium in a low-dose powder that can be taken directly or dispersed effortlessly into a wide range of on-the-go delivery formats without the need to previously dilute it in water, making it ideal for consumption on the go. It is an ideal solution for a post-work intake to help relax the mind and muscles and for restful sleep.  The patent-pending technology applied to Magshape is based on the micronization and microencapsulation of magnesium. The Magshape^TM technology improves the bioavailability of magnesium while also enhancing its stability and dispersibility.  This technology enables the development of new on-the-go delivery formats of magnesium supplements, such as orosoluble powders, as it allows the product to have a pleasant taste and dissolve nicely in the mouth without leaving lumps or giving a pasty sensation.

According to Innova Market Insights, while traditional formats such as tablets and soft gels are still popular, powdered supplement formats are gaining traction due to increased consumer focus on sensory appeal and convenience. Innova also spotted an increased focus of influencers on magnesium in social media. In particular, the use of magnesium for promoting sleep, alleviating stress, and boosting energy levels is gaining popularity on a number of social media platforms.

Five orosoluble powder formulations containing 250 mg of magnesium were tested, with the only difference being the source of magnesium. MAGSHAPE was compared to commonly used magnesium salts such as magnesium oxide, magnesium citrate, magnesium bicarbonate, and magnesium bisglycinate. Participants validated their acceptance and preference of the different orosoluble magnesium powders on multiple aspects of each product’s sensory properties and ranked each product based on their overall preference.

“While magnesium is emerging as a popular go-to for the proactive health-conscious consumer, we identified the most common complaints associated with this mineral via an AI-driven search,” explains Isabel Gómez, Global Marketing Manager for Lubrizol Nutraceutical business. “The main consumer complaints about magnesium supplementation include the tendency to leave a long, lingering unpleasant aftertaste and the need to swallow large or multiple pills to obtain the daily required dose. Both can affect consumers’ commitment to the daily routine. Additional complaints include digestive upsets, poor solubility and gritty texture.”

MAGSHAPE amassed the highest scores for its texture. Consumers described its texture as soft, fine, and fast melting in the mouth. It was rated the tastiest powder with the lowest tendency to leave an unpleasant aftertaste and had the lowest bitterness intensity. Fifty-six percent of the participants reported that they didn’t sense any off notes whatsoever. It was also considered the most perfectly balanced in terms of sourness and was the most overall preferred option owing to its favourable organoleptic characteristics.

The panelists expressed that the 1.5 g MAGSHAPE sachet was among the two magnesium formulations considered to offer the most ideal format for delivering the daily recommended dose of magnesium without needing to divide the product into multiple doses. Seventy-four percent of the panelists found obtaining 250 mg/day in a single concentrated dose to be highly advantageous.

Hailed as a natural calming element, magnesium is an essential mineral that influences many metabolic processes within the body, from muscle relaxation to reducing stress. Its positive impact on both mental and physical well-being has earned it a reputation as a powerhouse mineral.

According to data from Spins, at the end of 2023, magnesium was among the top 25 best-selling ingredients in both the mainstream supplement and natural channels. According to Mintel, it is currently the top-selling mineral, taking 47 percent of the global mineral market share. In the panel conducted by Global Sensory, consumers expressed that the health benefits that most motivate them to regularly supplement with magnesium were its ability to reduce tiredness and fatigue, prevent muscle cramps, promote post-sports recovery, improve bone and joint health, and enhance sleep quality.

“MAGSHAPE has been carefully crafted to overcome the hurdles of meeting these consumer needs,” says Gomez. “The competitive advantage of MAGSHAPE is in its ability to deliver a potent dose of magnesium in a compact serving that is pleasant to the taste buds, convenient to consume, and has maximum bioavailability.”