- Vitabiotics has launched Ultra™ Magnesium Gummies, expanding the UK’s No.1 Magnesium supplement brand* with a convenient gummy format
- Each two-gummy serving provides 300mg magnesium in magnesium citrate form, along with 100% NRV (1.4mg) vitamin B6
- Developed as the latest innovation within the Ultra™ range, reflecting growing consumer interest in magnesium supplements and gummy formats
Vitabiotics, the UK’s No.1 vitamin company**, has introduced Ultra™ Magnesium Gummies, the newest addition to its Ultra™ range. The launch responds to rising consumer demand for magnesium supplements in different forms reflecting awareness of magnesium’s role in supporting many areas of health and wellbeing including the nervous system, muscle function and to help reduce tiredness and fatigue. Gummies have exploded in popularity recently, across the wider vitamins and supplements market.
Two gummies provide 300mg magnesium per daily serving, delivered in magnesium citrate form, along with 100% NRV (1.4mg) vitamin B6. Magnesium and vitamin B6 contribute to the reduction of tiredness and fatigue, normal energy release and normal psychological and nervous system functions, while magnesium also supports normal muscle function and the maintenance of normal bones and teeth.
There is growing interest in different forms of magnesium. Magnesium citrate is a form of magnesium that is bound to citric acid. It is one of the most bioavailable forms, meaning it is easily and efficiently absorbed by the body. It’s also generally well tolerated and is less likely to cause digestive discomfort.
Ultra™ Magnesium Gummies are available in a delicious strawberry flavour, are vegan-friendly, and free from preservatives, artificial colours, and sweeteners. Each pack contains 60 gummies (2 per serving/30-day supply), with a RRP of £17.95.
Melissa Cohen, Head of Nutrition at Vitabiotics, says: “Interest in magnesium continues to grow, with many consumers looking for formats that fit easily into daily routines. Magnesium plays an important role in the body, supporting normal muscle function, psychological function and energy release. By combining magnesium with vitamin B6 in a convenient gummy format, Ultra™ Magnesium Gummies offer a practical alternative to tablets and capsules. Taken daily, these nutrients contribute to normal energy release, muscle function and the reduction of tiredness and fatigue as part of a varied, balanced diet.”
Demand for magnesium
Growing consumer awareness of the benefits of magnesium has contributed to increasing demand. Monthly search volumes for magnesium reached 3.3 million in 2024, an increase of over 480,000 from the previous year¹. According to Mintel, 16% of UK adults who use vitamins and minerals include magnesium in their routine², reflecting its popularity among consumers looking to support everyday wellbeing.
Ultra™ Magnesium is already established as the UK’s No.1 Magnesium supplement brand* attributable to the popular tablets product. The launch of Ultra™ Magnesium Gummies provides consumers with a new way to enjoy magnesium in citrate form, in a chewable gummy format as part of the leading Ultra™ range.
Key Product Information (2 per day):
- Provides 300mg magnesium per daily serving in magnesium citrate form, along with 100% NRV (1.4mg) vitamin B6
- Magnesium + vitamin B6 contribute to the reduction of tiredness and fatigue, to normal psychological and nervous system function and to normal energy release
- Magnesium contributes to normal muscle function, and the maintenance of normal bones and teeth
- Suitable for vegans and vegetarians with a delicious strawberry flavour; free from preservatives, artificial colours and sweeteners
- 60 gummies per pack; two gummies per day (with your meal)
- RRP: £17.95
Ultra™ Magnesium Gummies are available at Vitabiotics.com and in-store at selected retailers.
* Nielsen GB ScanTrack Total Coverage, Value Sales, 52 w/e 4th October 2025.
** Nielsen GB ScanTrack Value and Unit Sales, 52 w/e 4th October 2025.
1. NutraIngredients – Top supplement trends, according to Google (magnesium search volume).
2. Mintel – UK Vitamins and Supplements Market Report 2023 (magnesium usage among adults).
3. NutraIngredients – Gummy Vitamins Market Size, Share, Growth and Industry Analysis.uou
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