Anlit Launches Advanced Magnesium Supplement for Children

23 Apr 2013 --- Anlit Advanced Nutrition, Israel, will launch Yomi Magnesium at Finished Products Europe (VitaFoods), Geneva. This new, innovative, all-natural magnesium supplement for children is designed specifically to taste great while addressing magnesium deficiency in children ages 5-14.

Magnesium deficiency is a concern for all children, but, according to the European Food Safety Authority (EFSA), deficiency of this critical mineral is more prevalent among children who suffer from ADHD. In turn, magnesium supplementation has been found to ease hyperactive behavior and increase focus and attention, enabling children to concentrate better and think more clearly.

EFSA determined that “a cause-and-effect relationship has been established between the dietary intake of magnesium and contribution to normal psychological functions.” EFSA Article 13 refers to magnesium as supporting bone health, healthy teeth and normal psychological function while reducing tiredness and fatigue.

“Anlit is committed to providing healthy-yet-tasty supplement solutions, in a child-friendly format, to support optimal growth in children,” says Shai Karlinski, Vice President of Sales and Marketing for Anlit. “Kids are more sensitive than adults to the appearance and texture of food and supplements. While adults can rationalize the necessity of taking supplements that might be unappealing in appearance, taste or texture, children are not bound by such considerations—they like flavorsome products that are smooth, soft and easy to chew.”

Anlit’s gluten-free magnesium supplement for children is sugar-free, easily chewable, and produced with a proprietary microencapsulation technology to overcome taste and texture challenges. It is available in bear or cube-shaped chocolate-like units at 20 supplements per blister-pack. The innovative matrix, made of a unique composition of hydrocolloidal fibers and plant oil, is highly stable and effectively sustains its active ingredients. Yomi Magnesium can be delivered either as a private-label product, or provided directly to drugstores and retail outlets under the Anlit Yomi brand.

According to Nutrition Business Journal, 2009, the children’s products category is estimated at 10% of the global dietary supplement market, and predicted to grow an average of 4%/year until 2017. About 83% of the kid supplements market is devoted to chewables. Best sellers in the category include: immune health, bone health, cognitive health and multivitamins.

“We intend to launch two more supplements for children at VitaFoods,” adds Karlinski. “Our next product will target urinary tract infections (UTI) in children, and our third is a zinc supplement to address symptoms and duration of the common cold and flu.”

Anlit Ltd. is a subsidiary of Ma'abarot Product Group, Israel, a public company traded on the TASE. The company continues to strengthen its competitive lead through cutting-edge advancements and the creation of high-quality products. Anlit Ltd. is an innovative manufacturer of a broad range of dietary supplements developed specifically for children. Anlit products are all-natural, gluten-free and nut-free. All products are GMP, ISO 9001:2000 and HACCP compliant, as well as kosher and halal certified.