FiE 2025: ThreoTech targets Europe’s longevity market with brain-boosting Magtein
16 Jan 2026 | ThreoTech
We sat down with Solenn Gouilly-Frossard, brand manager, and Laurentia Bliss, director of Brand Management at ThreoTech, about the latest science and developments around the company’s magnesium L-threonate ingredient, Magtein. The two highlighted Magtein’s unique ability to cross the blood-brain barrier and support cognition, mood, and sleep in various formats. The ingredient also recently gained EU novel food approval.
Hello everybody, this is Brad Nichols, and we are live at Food Ingredients Europe.
And today we are talking with Celyn Guifusad, the brand manager at 30 Tech.
Hello Celyn, how are you today?
Good, and you?
I'm great.
And we also have with us Laurentcia Bliss, the director of brand management at 30 Tech.
Hi Lincia.
I have some questions for you guys, and if it's OK, we'd love to just jump right in.
Let's do it.
Awesome.
So Lynn, magnesium L3onate is known for crossing the blood-brain barrier.
How does this property differentiate magtine from other magnesium forms in terms of like cognitive, mood, and sleep support?
Yeah, thanks to the unique ability of magnesium methron or mag chain to pro the broad band barrier, we have a lot of benefits for health regarding cognition, brain health, longevity, sleep, mood as , anxiety, so it's a really unique ingredient, and it's a big difference between the other magnesium source, and it can also improve and increase the magnesium levels in the brain and the neurons.
Awesome, that's exciting.
Laurencia, can you tell us a little bit about sort of beyond capsules and the standard supplements that we are used to getting magnesium, what product formats do you anticipate leveraging magtine and what formulation challenges or advantages does magtine differ or have over other formats?
Yeah, other than, you know, it's a really unique ability to cross the blood-brain barrier, we've seen.
An improvement or a benefit because of the absorption capability overall.
So your body is going to be able to use it and move it to the tissues with magtine we're talking about the brain.
So being able to move quickly to the brain, get into those neuron cells, and another really great benefit is that it's water soluble, so it's really easy to put into things like gels, tinctures, powder.
Products we have a lot of customers that are looking at sachets, which is very cool to take kind of magine on the go and stay hydrated, you know, and it also being taste free is really helpful.
So it's really a formulator's dream.
There's a lot that you can do with it and not really a lot of intense technical flavoring and masking that needs to occur with it that you may need to do with other magnesium salts.
Wow, that's really interesting.
So then, which consumer groups are you focusing on then for magne since it has all these benefits and like capabilities and is available for so many delivery formats?
What are some of the consumer groups you're focusing on, for example, like aging adults or concerned who are concerned about cognitive decline or busy working professionals or even like kids in school, and why?
I would say there are like 3 main groups.
The first one would be people that are looking for a solution for more longevity, brain health in general.
So it's like really trendy at the moment.
So for the more the biohackers, let's say.
Then you have the more professional students that are looking for a solution for like memory, concentration, focus.
And also people looking for some solution for mood also or like helping you with brain fog, etc.
And last one will be for people looking for a solution for sleep, because McLean has a study on sleep as , which is really interesting.
Nice.
So for someone who's running around a trade show for 3 days who needs energy and needs to sleep, right, that's good to know.
Good to know.
And it will help with the jet lag when you go back.
Oh, that's even better to know.
So, given rising interest in brain health and stress management and sleep quality and all these things we're talking about, how do you see Macine positioning itself to meet these evolving concerns?
Demands over the next 3 to 5 years.
Yeah, one thing that we really focus on is the clinical research behind all these things.
So it's great to say that it can help, but you really need to show that consumers, when they're buying branded ingredients, they want to know that they're effective and that they're going to work and do what it says.
And so I think you know our continued investment in clinical research in these.
Areas remains a top focus for us, so really making sure that we're being able to deliver from a scientific standpoint and deliver on those benefits for the consumer because that really is what they're looking for.
They're looking for products that are going to do what they say and they know that when they take it they're going to get the benefit they want.
Awesome, thank you, Celine, the last question is for you.
So with Magne recently receiving the novel food approval you guys are talking about here in the EU, which is a big deal really, and you have exclusive marketing rights now, how do you foresee this affecting market adoption, competition, and the development of evidence-based magnesium products in Europe and beyond in the future?
Yeah, so we got the novel food approval last year, November 2024, so it gives us five years of exclusivity for Magle.
So we are the only one to sell magnesium ethronate in Europe, so it's a unique opportunity for us to really raise awareness on Magin.
For people, for the consumers in Europe, because Magin is a branded packaging ingredient with a lot of science behind.
So we are really here the 5 years that we have to really educate the consumers on Maine on the benefits of MacG.
And it's it's a huge milestone for us.
It has been a lot of work, I think for the team.
3 years, 3 years, yeah, and more is coming as.
That we have another of food supplements, but we are working on, on the next steps now.
So that would be the plan for the next years.
All right, that's exciting stuff and that really appeals to a lot of the same trends we've seen here at the show too and just in general in Europe as far as longevity and cognition goes, it's a good deal.
So that's great.
Thank you guys for talking to us.
I hope you have a great what's left of the show anyway, and we look forward to hearing a lot more from Frio Tech in the future.
Thank you.
