Company insight
Embracing the future with magnesium
Since its market debut in the first quarter of this year, Pure Health & Earth’s magnesium has swiftly made its mark across several key applications, demonstrating its versatility and efficacy as a crucial ingredient.
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n applications traditionally using magnesium chloride, our magnesium product has quickly gained traction. For instance, in tofu production, it has already been adopted by several partners as an excellent natural, EU-sourced alternative to the traditionally used nigari. In the realm of sports drinks, our magnesium chloride is recognised as a strong candidate to replace current synthetic sources, underscoring its potential in this rapidly expanding market. Our success to date highlights the significant progress we’ve made in forging partnerships and collaborations, particularly within the food industry. Our primary efforts focus on product development and positioning magnesium chloride as an innovative ingredient across a range of food products. Initially, we focused on sodium reduction – a key factor in improving overall health. However, the benefits of magnesium chloride extend beyond this goal. We are discovering that it can also lead to cost reductions, efficiency improvements and taste enhancements, further solidifying its value in various formulations.
Through use of magnesium chloride, Pure Health & Earth’s products are achieving significant reduction of sodium content without compromising taste.
reduction. This advancement not only benefits consumers but also provides manufacturers with a competitive edge in a market increasingly driven by health- conscious choices.
A noteworthy initiative is the
“With a forward-looking approach and a dedication to excellence, Pure Health & Earth is poised to continue shaping the future of food and health products with magnesium, championing both innovation and sustainability.”
Recently, we have increasingly focused on improving Nutri-Score classifications for food products and anticipate that our efforts in this area will continue to grow. Magnesium chloride has shown remarkable potential in elevating products from lower Nutri-Score ratings (C/D) to higher ratings (A/B), primarily through significant sodium
Ingredients Insight /
www.ingredients-insight.com
redevelopment of the Dutch Bakery salt formulation. Industry players in the Netherlands are collaborating to maximise sodium reduction, with magnesium chloride expected to play a pivotal role in this process. Additionally, magnesium chloride is making strides in the production of smoked
salmon. By incorporating our product, manufacturers are achieving a significant reduction in sodium content without compromising flavour. In the confectionery sector, we have developed a groundbreaking magnesium protein energy bar. This product represents a fusion of health and indulgence, aligning with our commitment to innovation, quality and taste. Staying true to our heritage, we have partnered with local experts to enhance a unique traditional Dutch favourite: liquorice. By incorporating magnesium salt into our liquorice, we’ve enhanced its flavour while reducing the need for ammonium chloride, resulting in a more balanced and enjoyable taste. Overall, the inclusion of magnesium chloride in various products – including bread, cheeses, sports bars, sausage and more – exemplifies its transformative potential. We are encouraged by the positive consumer feedback and the expanding number of applications for our product. Looking ahead, we are committed to exploring and anticipating further innovations in the application of magnesium chloride across more food applications. Our ongoing efforts include expanding our team with experts in food science, nutrition, and product development to support our growth and innovation. We are also open to forming new partnerships with industry leaders and innovators seeking sodium reduction, magnesium enrichment and Nutri-Score improvement. Together, we aim to drive the development of healthier and more sustainable products, reinforcing magnesium chloride’s position as a key ingredient for health and wellness in the food and beverage industry. ●
www.purehealthearth.com 89
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