Vitamin and supplements player Vitabiotics has unveiled Magnesium Gummies as the latest addition to its Ultra range.
Two Ultra Magnesium Gummies (rsp: £17.95/60) per day provide 300mg of magnesium, along with 100% of the recommended daily dose of vitamin B6. Magnesium and vitamin B6 contributed “to the reduction of tiredness and fatigue, normal energy release and normal psychological and nervous system functions, while magnesium also supports normal muscle function and the maintenance of normal bones and teeth”, said Vitabiotics.
The magnesium in the strawberry-flavoured, vegan gummies is in the form of magnesium citrate, which is easily and efficiently absorbed by the body. It was also “generally well tolerated and is less likely to cause digestive discomfort”, the brand added.
The launch was in response “to rising consumer demand for magnesium supplements in different forms”, Vitabiotics said. The increased demand reflected “awareness of magnesium’s role in supporting many areas of health and wellbeing including the nervous system, muscle function and to help reduce tiredness and fatigue”.
Monthly Google search volumes for magnesium reached 3.3 million in 2024, an increase of more than 480,000 from the previous year. According to Mintel, 16% of UK adults who use vitamins and minerals include magnesium in their routine.
“Interest in magnesium continues to grow, with many consumers looking for formats that fit easily into daily routines,” said Melissa Cohen, head of nutrition at Vitabiotics. “By combining magnesium with vitamin B6 in a convenient gummy format, Ultra Magnesium Gummies offers a practical alternative to tablets and capsules. Taken daily, these nutrients contribute to normal energy release, muscle function and the reduction of tiredness and fatigue as part of a varied, balanced diet.”
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