ThreoTech and AIDP will showcase Magtein, a patented form of magnesium L-threonate with EU novel food status, at stand 71P45. The ingredient targets the cognitive health, sleep, and stress management sectors.

According to the ITC Consumer Supplement Survey 2024, 35% of consumers in Germany and 31% in Italy take magnesium supplements. However, conventional magnesium forms demonstrate limited blood-brain barrier penetration, restricting their efficacy for cognitive applications.

Magtein combines magnesium with threonate in a molecular structure designed to facilitate brain entry via glucose transporters. Research indicates the ingredient supports memory, cognition, mood, sleep quality, and cognitive longevity.

Following commercial success in the United States, Magtein received novel food approval in the EU in 2024. AIDP and ThreoTech hold exclusive European marketing rights for five years.

“Europe is enjoying a magnesium boom, partly because of the growing focus on solutions for cognitive health, sleep and stress,” said Rory Lipsky, Sr. VP Marketing, ThreoTech, LLC. “Amidst this interest, the choice of which magnesium to include in your product is critical, especially because most products are characterised 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.”

The ingredient is suitable for nutraceuticals, ready-to-drink beverages, snack bars, gummies, and gels. ThreoTech serves as the exclusive global ingredient supplier and patent licensee, whilst AIDP originally brought the ingredient to market and maintains a portfolio of over 40 intellectual property-protected products.

For more information, visit: www.magtein.com