March NPD Launchpad: Canned Creatine, Protein Partnerships, and the Latest Magnesium

VitClear offers Creatine Nootropic Soda

British start-up VitClear claims to have developed the UK’s first creatine soda aimed at performance and recovery.

Creatine is notorious for its poor solubility and stability in heat-sterilized and carbonated liquids, but VitClear claims to have cracked the code with its new Active Health Lemon & Lime, which offers creatine alongside a menu of nootropics, botanicals, vitamins and minerals.

RTD contains 100% of the daily recommended amounts of water-based vitamins, 50% of oil-based vitamins, and over 400mg of minerals and electrolytes.

Plus, it contains protein, BCAAs, L-carnitine, taurine, ashwagandha, and L-theanine, and no artificial additives, preservatives, or sweeteners.

‘Rethinking creatine’ for women’s long-term health

Women’s health and wellness brand Unfabled created Creatine Superblend to target women who want consistent energy, clearer thinking, and total body strength support every day.

The 3-in-1 blend provides 5g of creatine per serving, along with Astrione vegan collagen builder and an electrolyte complex including magnesium and potassium.

This formula is intended to support daily physical and mental energy, skin, hair and bone health, and hydration.

Unfabled argues that bringing this ingredient to the women’s market is especially important because women naturally have lower stores of creatine than men, and women respond particularly well to supplements.

The powder blend also includes coconut water powder, which creates a clean, light, tropical flavor when mixed with water.

Myprotein expands Mars Wrigley NPD

Myprotein has expanded its official partnership with Mars Wrigley with the launch of Mars Impact Whey Protein.

Following the successful launch of the Snickers Whey range in November, this launch combines Myprotein’s best-selling whey formula with Mars’ classic flavors.

“Through our continued partnership with Mars Wrigley, we are combining best-in-class sports nutrition with the world’s most famous flavors,” said Neil Mistry, CEO of THG Nutrition. “This expansion of the Mars range reflects a clear shift in the category, where performance and fun are no longer mutually exclusive. Consumers expect products that deliver both, and this range delivers just that.”

Mistry said the brand aims to drive innovation that broadens the appeal of sports nutrition.

“Partnerships like this allow us to reach new audiences while continuing to serve our core customers. This launch is another step in the way we evolve this category and build for the next products in our product pipeline,” he said.

Add Vitabiotics to Ultra Range Magnesium Gummies

Vitabiotics launched Ultra Magnesium Gummies in response to the explosive popularity of gummies and growing consumer demand for magnesium supplements.

Two gummies contain 300mg of magnesium citrate, which supports normal muscle function and the maintenance of healthy bones and teeth. It also provides 1.4 mg of vitamin B6, which contributes to reduced fatigue, normal energy release, and normal psychological and nervous system function.

Magnesium citrate is one of the most bioavailable forms of the mineral, and is generally well-tolerated and less likely to cause digestive discomfort, the brand says.

Ultra Magnesium Gummies are available in strawberry flavor, are vegan-friendly, and contain no preservatives, artificial colors, or sweeteners.

“Interest in magnesium continues to grow, and many consumers are looking for a format that easily fits into their daily lives,” said Melissa Cohen, head of nutrition at Vitabiotics. “Ultra Magnesium Gummies provide a practical alternative to tablets and capsules by combining magnesium and vitamin B6 in a convenient gummy format. Taking these nutrients daily, as part of a balanced and varied diet, contributes to normal energy release, muscle function, and reduced fatigue and fatigue.”

AstaReal provides magnesium along with astaxanthin

AstaReal AB has launched “Magnesium Total by Astaxin”, joining the “by Astaxin” series, a line of products that all contain astaxanthin as an active ingredient.

This highly bioavailable supplement provides three high-quality forms of magnesium: bisglycinate, taurate, and malate.

This product is intended to support the synthesis and utilization of ATP in the mitochondria, as well as the regulation of ion channels essential for nerve cell function, muscle contraction, and heart rhythm.

MyOva formula targets hormonal issues

Female hormone health brand MyOva has launched Hormone Balance, a plant-based supplement designed to support hormonal balance, mental health, and menstrual cycle comfort.

This formula brings together a blend of botanicals traditionally used to support emotional stability, relaxation, and cycling comfort. Contains Holy Basil, Shatavari, Ashwagandha KSM-66, Turmeric, Red Clover, Sage, Fennel, Chamomile, Rosemary, and Vitamin B6.

“Most of the women I talk to aren’t looking for a miracle; they just want to get back to themselves,” says MyOva founder Leila Martin. “Stable energy, a mood that doesn’t crash before your period, and sleep that actually restores them. When we developed Hormone Balance, we wanted to create an effective hormone support supplement – one that addressed the whole picture, not just one symptom. With no fillers, only effective botanical formulas, it was developed for every woman at every stage of life.”