Calcium supplement crosses Atlantic

UK-based Vibrant Life is to market a reformulated version of the established US bone health supplement CalMagFizz, it revealed at the Natural Trade Show in the UK last week.

The product, manufactured by Baywood International in the US, has been reformulated to conform to European market standards and launched as CalMag Tropical. Further flavours - CalMag Berry and CalMag Lemon & Lime - are expected to follow.

The success of of CalMag Fizz in the US is expected to be copied in Europe. The supplement will feature as part of Vibrant Life's Nutura range, available at several of the UK's major retail chains, including Tesco's NutriCentre. Vibrant Life​ is also introducing single serving sachets allowing consumers to 'try before they buy' a full one month's supply.

CalMag Tropical contains four different forms of calcium, two forms of magnesium, vitamin D (an important co-factor in calcium metabolism), vitamin B complex and trace minerals. It is formulated as a powder, which dissolves into a clear fizzy drink when added to water. With no mixing required, the supplement provides its nutrients in their elemental, ionised form and is fully bio-available.

Stephen Gardner, director of Vibrant Life, said:​ "We had lots of interest from practitioners and retailers who have clients that avoid dairy products or are particularly concerned about their osteoporosis risks."

Baywood announced a partnership with Vibrant Life in June last year, as part of its plan to distribute its products to European markets.

Osteoporosis is a major health priority across Europe and researchers are still searching for a treatment for the bone-wasting disease. The World Health Organisation recently announced that the disease was the second healthcare problem after cardiovascular disease.