Magtein to be showcased at upcoming Fi Europe 2025

ThreoTech, LLC (ThreoTech) announced in a recent press release, that their product Magtein, a magnesium L-threonate ingredient, will be on display at Fi Europe, which is taking place in Paris, France, between December 2 to December 4, 2025.¹

Magtein is a highly bioavailable type of magnesium and has obtained EU novel food status. According to the press release¹, in Europe, Magnesium is “one of the most popular supplements.” In ITC’s Consumer Supplement Survey 2024², 35% of German consumers reported using it, and Italy reported 31% of consumers were using the supplement. The popularity for magnesium may be attributed to the health benefits it may provide for consumers such as, stress reduction, memory, cognition, and better sleep.

The company’s press release details that “most commercially available forms of magnesium struggle to deliver real benefits for cognitive health because they fail to effectively and efficiently cross the blood-brain barrier.”¹

Through the combination of magnesium and theronate, it has produced “a unique and patented molecular structure which facilitates the entry of magnesium to the brain via glucose transporters.”¹ ThreoTech’s Magtein magnesium L-theronate may help with better sleep, cognition, memory, cognitive lifespans, and mood.¹ The magnesium supplement has various purposes it could be utilized in such as food and beverage products which can include, snack bars, gels, RTD beverages, and gummies.

Magtein received novel food approval in the EU in 2024. Additionally, AIDO and their partner company, ThreoTech, LLC, were granted exclusive marketing rights over the next five years. This means that these two companies are the only parties that can market magnesium L-threonate in the EU for a period of five years, starting from November 7, 2024, according to AIDP’s announcement in 2024³. That is unless a subsequent applicant obtains authorization without reference to the protected proprietary data used by AIDP in its novel food application. Additionally, under this exclusivity, AIDP and ThreoTech will have to approve the marketing of other magnesium L-threonate as novel foods. That means that companies wishing to market magnesium L-threonate during the exclusive period will have to get a license from ThreoTech and source the ingredient from them.

The law firm, Herbert Smith Freehills, has been retained to pursue companies in the EU that infringe upon the exclusivity granted by the novel food approval. “Novel food authorization for Magtein means EU consumers can now, for the first time, experience the clinically proven benefits that are unique to magnesium L-threonate,” said Edward Lee, ThreoTech CEO, in a press release.³ “In addition, the five-year period of exclusivity granted to AIDP, and its licensee ThreoTech, offers added reassurance to consumers, manufacturers, and brands that the magnesium L-threonate sourced through ThreoTech is guaranteed to be safe, authentic, and of the highest quality.”

Rory Lipsky, Sr. VP Marketing, of ThreoTech, LLC, said, “Europe is enjoying a magnesium boom, partly because of the growing focus on solutions for cognitive health, sleep and stress. Amidst this interest, the choice of which magnesium to include in your product is critical, especially because most products are characterized by poor bioavailability. Magtein^® ​ is a smarter magnesium supported by science and we love the fact that we’re now able to offer its unique benefits to the European market.”¹

Attendees at Fi Europe can visit Stand #71P45, to learn more about Magtein and its potential formulations in both food and beverages.

References

1. Breakthrough magnesium compound Magtein® to be showcased at FI Europe https://magtein.prezly.com/breakthrough-magnesium-compound-magteinr-to-be-showcased-at-fi-europe (accessed Nov 7, 2025).
2. https://naturallyinformed.net/wp-content/uploads/2024/12/Industry-Transparency-Center-Global-Insights.pdf (accessed Nov 7, 2025).
3. Krawiec, S. Magnesium l-threonate, Magtein, earns Novel Food Authorization in the European Union https://www.nutritionaloutlook.com/view/magnesium-l-threonate-magtein-earns-novel-food-authorization-in-the-european-union (accessed Nov 7, 2025).