Gadot launches on-the-go magnesium citrate for active lifestyles

20 Apr 2020 --- Gado-Go Mg is a new magnesium citrate ingredient launched by Israel-based Gadot Biochemical Industries. The magnesium-rich product is touted as being immediately useful for travelers and anyone on the go, as well as for athletes, trainers and those who exercise regularly. The ready-to-use powder contains 250 mg magnesium per packet and dissolves in the mouth instantly, without the need for water – in a similar manner to the Pop Rocks confectionery concept, Gadot notes.

“This product will be available globally. This is a nice and different delivery system for mineral intakes, which are essential to the body and sometimes lacking due to deficiency in today’s foods. We provide magnesium citrate for this product as it is believed to have the best bioavailability,” Ohad Cohen, Gadot’s CEO tells NutritionInsight.

The Gado-Go Mg sachet launch is a response to the increased need for convenience and the growing consumer understanding that on-the-go replenishment helps them achieve fitness and competitive goals as well as supporting overall wellness and enhanced recovery.

“The idea behind the product is to supply your daily magnesium intake in an easy manner. In addition to its uses post-sport or during traveling, it can also just be a pleasant way to take magnesium with a nice taste to it such as Pop Rocks,” explains Cohen.

The powder can be customized to requested flavors and has no sugars or additives. Cohen notes that the primary R&D challenges involved perfecting an appealing taste and texture for this more unusual delivery format. “The consumer simply pours the contents of one sachet directly onto the tongue. The powder dissolves completely within a few seconds and can be absorbed and utilized much more quickly than tablets or even gummies,” he explains.

This comes as the spotlight has been on alternative delivery formats. Last month, NutritionInsight reported from Nutraceuticals Europe that the trend for alternative delivery formats looks very different in various regions and in separate generations.

Magnesium for athletes
This launch is set to appeal to millions of active individuals seeking the benefits of magnesium citrate during exercise. According to the company, multiple studies have shown magnesium to fight cramps from intense workouts, promote recovery and increase energy by stimulating adenosine triphosphate (ATP) production.

“While producing energy, our body converts carbohydrates into calories and produces citric acid. Magnesium in citrate form is recognized as one of the most suitable mineral vehicles to achieve absorption,” says Cohen.

He continues that magnesium is a cofactor in more than 300 enzyme systems that regulate diverse biochemical reactions in the body, including protein synthesis, muscle and nerve function, blood glucose control and blood pressure regulation.

Earlier this month, Gadot also launched a Chewable Zinc Citrate, touted as a “convenient solution for consumers seeking immune support and immune resistance during high-stress situations and everyday maintenance.”

By Katherine Durrell

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