At next month’s CPHI trade show in Frankfurt, Germany, Sirio will unveil an expanded range of gummy supplements, X Mg, featuring magnesium. With six products, the range reflects magnesium’s well-known wellness benefits, such as exercise performance and recovery, sleep, and relaxation. One, in particular, touts a “formulation breakthrough.”
Citing Innova Market Insights data, Sirio says that demand for magnesium bisglycinate rose by nearly 40% between 2021 and 2025. This is a highly absorbable form of the mineral in salt form. Although magnesium demand is strong, consumers also struggle to find the mineral’s most effective forms due to the wide range of options on the market.
“We’re excited to introduce our new Sirio X Mg portfolio at CPHI, giving potential partners a chance to harness the opportunities of one of Europe’s most in-demand ingredients across six captivating concepts,” says Sara Lesina, general manager at Sirio Europe.
“Each entry in our new range is strategically crafted to meet a key market need, from convenient pre-workout energy boosters to effective gummies that promote a good night’s sleep. We can’t wait to show CPHI visitors how we pioneer solutions that help brands stand out, the Sirio way — helping people across the globe to fuel what moves them.”
Magnesium formulation advances
Three concepts in Sirio’s X Mg range combine three sources of magnesium. The X3 Mg Relax gummy is designed to promote stress relief. The company calls this a “formulation breakthrough,” as magnesium is difficult to formulate in this format, especially when combining magnesium sources. The mineral is bitter and prone to sweating.
The X3 Mg Active softgel for muscle health includes turmeric to address inflammation as well as vitamins C, D, and K for muscle, bone, joint, and recovery benefits. The softgel format offers consumers an alternative to traditional hard magnesium capsules.
The company’s new X Mg sleep complex gummy combines nerve-modulating magnesium citrate with botanical extracts known for their natural calming effects.
In addition to these three concepts, Sirio will display its Xtra Magnesium gummy, FizzyBits Recovery, and HydraBites Energy gummy at stand #6.0C6.
FizzyBits Recovery are effervescent tablets that can be consumed without water, and the HydraBites Energy gummies feature vitamins B1, B3, and B6. These vitamins help the body convert carbohydrates to energy, while vitamin B1 contributes to heart function.
Sirio introduced these two formats at this year’s Vitafoods Europe trade show.
