23/04/13

Israel’s Anlit Advanced Nutrition is to launch Yomi Magnesium, a new, all-natural magnesium supplement for children designed to taste great while addressing magnesium deficiency in children aged 5-14.

Magnesium deficiency is a concern for all children says Anlit but, according to the European Food Safety Authority (EFSA), deficiency of this critical mineral is more prevalent among children who suffer from ADHD. In turn, magnesium supplementation has been found to ease hyperactive behaviour and increase focus and attention, enabling children to concentrate better and think more clearly.

Anlit notes that EFSA determined that “a cause-and-effect relationship has been established between the dietary intake of magnesium and contribution to normal psychological functions.” EFSA Article 13 refers to magnesium as supporting bone health, healthy teeth and normal psychological function while reducing tiredness and fatigue.

“Anlit is committed to providing healthy-yet-tasty supplement solutions, in a child-friendly format, to support optimal growth in children,” said Shai Karlinski, vice president of sales and marketing for Anlit. “Kids are more sensitive than adults to the appearance and texture of food and supplements. While adults can rationalize the necessity of taking supplements that might be unappealing in appearance, taste or texture, children are not bound by such considerations—they like flavorsome products that are smooth, soft and easy to chew.”

Anlit’s gluten-free magnesium supplement for children is said to be sugar-free, easily chewable, and produced with a proprietary microencapsulation technology to overcome taste and texture challenges. It is available in bear or cube-shaped chocolate-like units at 20 supplements per blister-pack. The matrix, made of a unique composition of hydrocolloidal fibres and plant oil, is highly stable and effectively sustains its active ingredients.