Lubrizol melt-in-your-mouth magnesium shows high palate appeal according to new study

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A recent press release from Lubrizol announced the results from a new consumer study which showed that the company’s melt-in-your-mouth magnesium supplement called Magshape was rated as the highest in palate appeal. Magshape is a microencapsulated magnesium designed to address the challenges associated with magnesium supplementation. To conduct the study, organizers held a blind tasting panel that included 100 participants.

With traditional magnesium supplements, users can often experience gastric upset and an unfavorable aftertaste. Additionally, some magnesium products don’t contain the daily intake requirement of magnesium, so consumers need to utilize more product to meet that amount. Lubrizol offers Magshape in a 1.5g sachet of orosuluble powder prototype. To consumers, this new format of consumption is more appealing than the traditional format of swallowing a pill. This appeal was witnessed in the recent study.

In the study, five orosoluble powder formulations that contained magnesium were used. The only thing differentiating the powders was the source of magnesium. Other commonly used salts included in the study were magnesium oxide, magnesium citrate, magnesium bicarbonate, and magnesium bisglycinate. During the blind panel, participants provided researchers with their preferences which were decided by each product’s sensory properties and then participants ranked the product offerings on overall experiences.

“While magnesium is emerging as a popular go-to for the proactive health-conscious consumer, we identified the most common complaints associated with this mineral via an AI-driven search,” said Isabel Gómez, global marketing manager for Lubrizol Nutraceutical business, in a press release. “The main consumer complaints about magnesium supplementation include the tendency to leave a long, lingering unpleasant aftertaste and the need to swallow large or multiple pills to obtain the daily required dose. Both can affect consumers’ commitment to the daily routine. Additional complaints include digestive upsets, poor solubility and gritty texture.”

Study data showed that Magshape received the highest scores for texture and taste in the blind tasting panel. The press release mentioned that 56% of participants expressed that they didn’t experience any “off notes” and that Magshape was the preferred option due to its favorable organoleptic characteristics. Participants in the study said that the 1.5 g Magshape sachet was in the top two magnesium formulations that were thought to be the most preferred consumption format because they didn’t require multiple doses. Data also showed that 74% of participants thought that taking 250 mg/day in a single concentrated dose was very favorable.

“Magshape has been carefully crafted to overcome the hurdles of meeting these consumer needs,” said Gomez. “The competitive advantage of Magshape is in its ability to deliver a potent dose of magnesium in a compact serving that is pleasant to the taste buds, convenient to consume, and has maximum bioavailability.”

Updated on December 13, 2024 at 8:57AM EST