Concepts
SIRIO X Mg
From Xtra strength to triple source
Magnesium is one of the most widely researched minerals in the supplement category and remains a key focus for product innovation across multiple consumer segments. Market interest in magnesium continues to grow, driven by its broad relevance across different lifestyle and life-stage needs.
With X Mg, we offer a ready-to-launch concept platform built around carefully designed magnesium formulations, developed to support clear positioning and portfolio expansion. By combining formulation expertise with flexible sourcing and delivery formats, SIRIO helps brands approach magnesium innovation with confidence and clarity.
Consumer needs and trends
Magnesium is one of the fastest-expanding ingredients in recent supplement innovation, showing strong growth in global product launches between 2020 and 2025. Market research indicates increasing consumer interest in magnesium-based products when selecting supplements.
While demand continues to rise, brands face the challenge of responding with offerings that align with evolving consumer expectations around convenience, format variety, and clear product positioning. Rather than a single solution, consumers are seeking magnesium concepts that fit different lifestyles and usage occasions, creating opportunities for more differentiated and thoughtfully designed product formats.
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X Mg FizzyBits™
FizzyBits™ are designed as a convenient and engaging effervescent magnesium format for on-the-go use. The format dissolves quickly, is easy to consume without water, and is suited to hydration-focused product concepts that combine minerals in a lifestyle-friendly way. Created with active consumers in mind, FizzyBits™ bring together format innovation and sensory appeal in a refreshing, portable solution.
X Mg Gummies
Easy to take and enjoyable in taste and texture, gummies are a widely recognised format that fits naturally into daily routines across age groups. With both standard gummies and the advanced Xtra Gummy™ format, X Mg Gummies offer flexibility for a wide range of magnesium-focused product concepts. Designed with consumer experience in mind, this format combines sensory appeal and convenience, making it a strong option for brands looking to deliver magnesium in an approachable, lifestyle-friendly way.
X³ Mg Softgels
X³ Mg Softgels combine three magnesium sources in a single softgel format, offering a compact and streamlined approach to magnesium-focused product concepts. Designed for ease of use, softgels are easy to swallow and well suited to brands seeking a precise, capsule-based delivery format. With a clean, efficient design and consistent format characteristics, X³ Mg Softgels provide a practical option for portfolios looking to introduce differentiated magnesium concepts in a familiar dosage form.
SIRIO X Mg Catalogue
With ready-to-launch concepts, the SIRIO X Mg Catalogue brings together a range of differentiated magnesium-focused product concepts designed for today’s evolving supplement market.
Spanning innovative delivery formats and carefully developed formulation concepts, the catalogue is intended to support brand innovation and product portfolio expansion. Explore magnesium concepts developed for a variety of usage occasions and positioning strategies, and discover how SIRIO enables efficient, market-ready product development in a fast-growing category.
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Why SIRIO?
Over the last years, magnesium has gained recognition far beyond its traditional role in supporting athletes and those with specific deficiencies. Today, it is a daily priority for a much wider audience. Health-conscious individuals and active lifestyle enthusiasts are increasingly aware of magnesium’s role in energy, muscle function, stress reduction, and overall well-being. As a result, they are seeking effective, convenient ways to ensure adequate intake and support their long-term health.