Lubrizol’s Magshape orosoluble magnesium was rated as the most palatable option in a new consumer study focused on sensory properties. The study involved 100 participants in a blind tasting panel

Magshape is a microencapsulated form of magnesium designed to overcome challenges related to taste, gastric discomfort, and high product volume for efficacy. The ingredient was initially developed for high-concentration chewable tablets and has been introduced in a 1.5-gram orosoluble powder sachet prototype, which was used in the sensory study.

Each sachet delivers 250 mg of magnesium in a low-dose powder that can be taken directly or dispersed into a range of on-the-go delivery formats without the need to previously dilute it into water. The patent-pending technology is based on micronization and microencapsulation of magnesium. The technology also improves magnesium’s bioavailability and stability.

In the sensory panel, five orosoluble powder formulations containing 250 mg of magnesium each were tested. The sachets either contained Magshape, magnesium oxide, magnesium citrate, magnesium bicarbonate, and magnesium bisglycinate. Participants were surveyed on multiple aspects of each product’s sensory properties and ranked each product based on overall preference. Magshape ranked the highest for its texture score, taste, and lowest tendency to leave an unpleasant aftertaste. More than half (56%) of participants reported that Magshape had no off-notes whatsoever, the company reported.

“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. “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.

“Magshape has been carefully crafted to overcome the hurdles of meeting these consumer needs,” Gomez continued. “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.”