Sirio launches XtraGummies offering high actives in small doses for big health impact

Sirio is unveiling new supplements inspired by six trends to meet consumer demand for fast and effective health benefits. The XtraGummies range enables brands to make big impacts with small doses, says the contract development and manufacturing company (CDMO).

Nutrition Insight speaks with Sara Lesina, Sirio Europe & Americas’ general manager, about how the supplements contain active ingredients that have historically been difficult to formulate. 

“The major advancement is in nutrient loading. Conventional gummies can accommodate only limited quantities of active ingredients. In contrast, our new XtraGummies can each include up to 200 mcg of selenium, 150 mg of magnesium or 1,800 mg of creatine, respectively, enabling effective supplementation with minimal servings.”

“In the case of creatine specifically, until now, there was no pectin-based (and therefore vegan-friendly) gummy that offered both sufficient creatine content and adequate stability.”

For instance, one high-dose fish oil supplement, Xtra Omega-3, contains 125 mg of essential DHA per gummy. Two supplements of Xtra Iron bring 1,800 mg of iron with triple-ingredient action for maximum absorption.

“Stability is the second key factor. Moisture absorption and heat sensitivity are common challenges in nutraceutical gummies — both of which can compromise shelf life and the consistency of potency. XtraGummies have been engineered to prevent such issues,” says Lesina.

“This is particularly important in iron supplements, for example, which often suffer from ‘sweating.’ This gives XtraGummies a shelf life of 24 months, which we believe is unprecedented in this category.”

The gummies were created in response to challenges with the formulation and processing method. Lesina says Siriro successfully tackled sensory issues with bitter minerals like iron, selenium, or strong fish oils.

“Our advanced formulation strategies have effectively enabled us to eliminate metallic or fishy aftertastes. In high-potency applications, this is particularly valuable,” adds Lesina.

Growing appetite for gummies

Sirio notes demand for gummies is rapidly picking up pace as consumers seek effective and convenient supplement delivery formats.

The gummies contain examples of hard-to-formulate active ingredients like omega-3, iron, and creatine.

Innova Market Insights data suggests a 69% increase in supplement launches with “strong” (high potent) claims in Europe and a 150% increase worldwide in 2024 compared to 2023.

“In the rapidly expanding world of gummy supplements, standing out isn’t just an option — it’s necessary. That’s where XtraGummies come in — this new range helps brands cut through the noise with high-strength formulations that deliver maximum impact in a small, tasty package,” says Lesina.

XtraGummies versus traditional formats

According to Sirio, consumers want easy-to-swallow and pleasant-tasting products that can be integrated into their routines.

“When it comes to bioavailability, XtraGummies are formulated with high-absorption ingredients, such as 86% triglyceride-concentrated omega-3, magnesium citrate, and ferrous fumarate, which are known for superior bioavailability compared to synthetic or less soluble forms often used in tablets,” notes Lesina.

“In addition, their soft, chewable format enhances absorption as digestion begins in the mouth, whereas tablets must disintegrate to release their nutrients.”

She cites Innova Market Insights data showing gummies are a more enjoyable format than pills — 21% of 25–34-year-olds worldwide already consume gummies.

“Supplements that are more enjoyable often ensure better compliance,” continues Lesina. “XtraGummies ensure a pleasant flavor (which can be a disadvantage in softgels) as well as easy swallowing — where large tablets or capsules fall short.”

She credits the XtraGummies product creation to “330-strong R&D team — a figure unmatched by any other nutraceutical CDMO.”

Solution to gummy challenges 

According to Sirio, gummies have been limited by formulation and processing methods due to nutrient loading, attractive flavor profiles, and stability challenges.

Gummies have been limited by formulation and processing methods due to nutrient loading, attractive flavor profiles, and stability challenges.These issues made gummies prone to heat, stickiness, and strong flavors — especially when containing high amounts of active ingredients. Reducing the amount of actives meant consumers would have to take more gummies daily.

Now, Sirio believes these challenges have been addressed by “balancing dosing, efficacy, and bioavailability with sensory excellence” through collaboration with gummy engineers, formulators, scientists, and flavorists.

Lesina comments: “Our XtraGummies range eliminates formulation and sensory issues without compromising active ingredient levels, meaning consumers no longer need to take multiple gummies to get the full benefit. It also removes key barriers for brands looking to introduce a wider range of ingredients in a fun, functional format — unlocking new consumer segments and market opportunities.”

“In a crowded industry, differentiation is everything. By offering high-strength, expertly formulated gummies, brands can carve out their niche, foster lasting consumer loyalty, and stay ahead of the competition.”

Webinar on gummies 

Sirio is presenting a webinar with Nutrition Insight, “Trends and innovations in high-strength supplements,” on 17 March at 10:00 AM (CET).

We spoke to Maria Pavlidou, the head of brand for Sirio Europe, about the key drivers behind potent gummies and how supplement brands can successfully navigate challenges.

The supplier previously launched three gummies with clinically researched macrobiotic strains.