SIRIO Europe launches Creatine+ as creatine moves from the sports aisle into everyday wellness

Three combination concepts headline an expanded portfolio of eight ready-to-launch creatine gummies, each built on a purpose-designed shape developed to stand out on shelf.

29 September 2026, Frankfurt Germany – SIRIO Europe, a leading global contract development and manufacturing organization (CDMO) specializing in advanced nutraceutical gummy and softgel solutions, today announces the launch of its Creatine+ portfolio of eight ready-to-market gummies. Featuring three new concepts pairing creatine with magnesium, zinc and vitamin D, the platform is designed to help brands enter into more than one health benefit space at once, from high-intensity training through to cognition and healthy aging

Creatine’s commercial moment

Creatine is moving beyond its sports nutrition roots, as interest in strength training, healthy aging and science-backed wellness brings the ingredient to a broader consumer audience. Gummies are emerging as a particularly fast-growing format: the number of creatine gummy products in Europe grew by 50% over twelve months prior to January 2026, while the number of brands offering them increased by 48%, more than double versus the 23% growth recorded for creatine powders.[i]

There is still room to grow. Gummies account for just 3% of creatine products in Europe, compared with 7% in the US and Canada.[ii] Closing that gap is a formulation problem: creatine is a high-dose active that is difficult to work with in terms of taste, texture and stability. The result is a category where formulation expertise can make the difference between a product that simply carries a creatine claim and one that delivers a compelling consumer experience and brand loyalty.

A shape designed to signal the science

All three new concepts share a single gummy design SIRIO has named the Monolith: a tilted rectangular prism with one sharp, diagonally cut face.. In a category driven by functional benefits rather than indulgence, shape serves as an immediate signal of efficacy before consumers engage with on-pack claims. The angled edge is intended to evoke precision, reinforcing confidence in a context where dose transparency and stability have come under heightened scrutiny.[iii]

Three pairings, expanding the portfolio

The three new concepts, each featuring a distinctive creatine pairing, target key areas of consumer interest while offering a differentiated approach to creatine supplementation:

• Creatine + Mg is where strength meets balance. It combines 3,000 mg of creatine with magnesium citrate at 15% of the reference intake, drawing on magnesium’s role in normal muscle function, protein synthesis and energy-yielding metabolism[iv] – a fuller story of performance than creatine tells alone.
• Creatine + Zn is the next frontier. Creatine built its name on the body, and research interest is now moving to the mind. The concept combines 4,500 mg of creatine with zinc, which contributes to normal cognitive function.[v]
• Creatine + D built for strength through every stage, with a particular focus on women during and after menopause. Menopause changes more than hormones: as estrogen declines, muscle can diminish quietly with it. The concept combines 4,500 mg of creatine with vitamin D, which contributes to the maintenance of normal bones,[vi] and vitamin B6, which contributes to the regulation of hormonal activity.[vii]

All three concepts are pectin-based, vegan and sugar-free, with natural colours and flavorings, and are designed to deliver their daily serving in three gummies.

Choice, built in

The rest of the Creatine portfolio is built for variation. For instance, Creatine Core covers the essentials, done right – three variants at 1 g of creatine per gummy. Available in pectin or gelatin, sugar-free or with sugar – including a version where the sugar provides a functional source of carbohydrate and energy for consumers training actively, rather than being added solely for sweetness. Xtra Creatine steps up to 1.5 g, is pectin-based and vegan, and comes in lemon and lemon green tea flavours.

Momentum, met with formulation

“Creatine is one of the most talked-about ingredients in nutraceuticals today. Its growing popularity is rooted in decades of extensive clinical validation rather than short-term market hype” says Kasia Kortmann, General Manager, SIRIO Europe. “ The challenge with creatine is not its efficacy but its delivery. Formulating a high-dose gummy that tastes good, remains stable, and consistently delivers its intended dose requires considerable technical know-how. We’ve invested in addressing these challenges, developing a range of concepts that give brands greater flexibility to explore different creatine positioning opportunities and bring relevant innovations to market.”

SIRIO Europe will showcase the Creatine and Creatine+ range at CPHI Worldwide in Milan from 6 October 2026. To learn more about the new creatine portfolio, click here.

[i] Nutrition Integrated data, 2026

[ii] Nutrition Integrated data, 2026

[iii] Nutrition Integrated data, 2026

[iv] Touyz, R., De Baaij, J. D. and Hoenderop, J. G. J. (2024). Magnesium Disorders.. The New England journal of medicine, 390 21, pp. 1998-2009 . doi: 10.1056/nejmra1510603.

[v] Li, Z., Liu, Y., Wei, R., Yong, W. V. and Xue, M. (2022). The Important Role of Zinc in Neurological Diseases. Biomolecules, 13. doi: 10.3390/biom13010028.

[vi] Mendes, M., Botelho, P. and Ribeiro, H. (2022). Vitamin D and musculoskeletal health: outstanding aspects to be considered in the light of current evidence. Endocrine Connections, 11. doi: 10.1530/ec-21-0596.

[vii] Allgood, V. and Cidlowski, J. (1992). Vitamin B6 modulates transcriptional activation by multiple members of the steroid hormone receptor superfamily. The Journal of biological chemistry, 267 6, pp. 3819-24 . doi: 10.1016/s0021-9258(19)50599-3.