Heights launches magnesium product to provide health bundle
The new magnesium supplement contains 300mg of elemental magnesium and is designed to meet 80% of the European daily recommended intake in two capsules.
Despite its primary focus on its flagship products, Vitals and Biotic, Heights responded to high customer demand by introducing magnesium as a standalone product, Lisa Holton, business development lead at Heights, explained to NutraIngredients.
"Magnesium is essential for over 300 processes in the body, and an effective dose couldn't fit into Vitals and Biotic without compromising their efficacy," Holton noted.
"We aim to offer the best dose with clean ingredients and no unnecessary additives, ensuring convenience without taking too many capsules a day.”
Now, the trio of products are available as a ‘bundle’ for comprehensive health, following the wider trend to offer complete kits for health.
“Bundling our core products - Vitals, Biotic, and now Magnesium - into a comprehensive package is a natural progression, and this approach aligns with our commitment to providing holistic solutions for brain and gut health,” Holton stated.
“We aim to create a seamless daily routine that addresses multiple aspects of well-being.”
As Holton explained, Heights’ new launch needed to align with the brand's mission.
"We wanted to keep our philosophy as simple and effective as possible,” she noted. “Heights has built a strong reputation for our focused approach on brain and gut health, so any new product had to align perfectly with our mission and meet the high standards our customers expect.”
The key suggested health benefits of magnesium include: Maintaining healthy GABA levels for deep sleep; supporting muscle function and recovery post-exercise; promoting normal energy metabolism; reducing physical and psychological fatigue; offering calming properties and supporting nervous system function; supporting cognitive functions like memory, concentration, and learning.
Improving sleep
Despite its long-standing place in the market, magnesium continues to maintain its on-trend position due to its versatility, Nick Morgan, managing director of Nutrition Integrated, recently told NutraIngredients.
“Magnesium is a really good example of how a mineral that we've known for so long can continue to be exciting when positioned really well,” Morgan said.
He explained that while it is well-known for sports recovery, it's increasingly gaining attention for sleep and calmness.
Sleep appeared as a key trend during the recent Vitafoods conference. Rick Miller, associate director of specialized nutrition at Mintel, noted in a presentation at the show that there is a widespread issue of insufficient sleep and stress reduction in modern life, with many consumers interested in finding solutions due to the constant connectivity and fast pace of daily living, which often extends late into the night.
This underscores the consumer demand for innovative products that can enhance sleep quality and improve recovery, yet there aren’t a great range of solutions on the market.
“When it comes to sleep and stress reduction in food, drink and supplementation, new launches are still pretty low, despite most of our consumers stating that this is the number one thing that they want to improve,” he added.
"The main ingredient coming through is melatonin, which is known for its potential benefits in improving sleep onset and quality. However, some consumers may experience side effects. As a result, there's a trend towards developing new sleep products that are free of melatonin.”
He noted athletes and fitness enthusiasts are especially keen on improving their recovery and sleep quality, recognizing the impact these factors have on performance. At the same time, wearable trackers that monitor sleep quality are becoming popular.
