SIRIO Europe has introduced Creatine+, a portfolio of eight ready-to-market gummy concepts for brands seeking to participate in the expanding creatine category.
The platform includes three new formulations that combine creatine with magnesium, zinc or vitamin D. By linking creatine to additional nutritional benefits, the range enables brands to address several consumer needs—from high-intensity exercise and muscle support to cognitive health and healthy aging.
Creatine enters a wider market
Once closely associated with sports nutrition, creatine is now reaching a much broader audience. Growing interest in resistance training, longevity and evidence-led wellness is helping the ingredient gain traction across multiple consumer groups.
Gummies are playing an increasingly important role in this expansion. In Europe, the number of creatine gummy products rose by 50% during the 12 months leading up to January 2026, while the number of brands selling these products climbed by 48%. This growth was more than twice the 23% increase recorded for creatine powders (source: Nutrition Integrated data, 2026).
However, the format still has substantial headroom. Gummies currently represent only 3% of creatine products in Europe, compared with 7% across the US and Canada.
Developing a successful gummy requires considerable formulation expertise. Creatine is used at a relatively high dose, which creates challenges around flavour, mouthfeel and product stability. As a result, food processing technology and technical development can determine whether a product merely communicates a creatine benefit or creates the quality and usability needed to build repeat purchase and long-term brand loyalty.
A format that communicates functionality
The three new concepts use a common gummy shape called the Monolith. Designed as a slanted rectangular prism with a sharply angled face, the format gives the product a distinctive visual identity.
In a category focused on measurable benefits rather than indulgence, the shape is intended to communicate function before consumers read the product claims. Its diagonal edge suggests accuracy and control, supporting consumer confidence at a time when dosage clarity and ingredient stability are receiving increased attention across food and drink regulations and the wider nutraceutical market.
Three combinations for different consumer needs
Each new concept combines creatine with a targeted nutrient, allowing brands to explore different positioning opportunities within current food and drink consumer trends:
Creatine + Mg connects performance with balance. The formulation provides 3,000 mg of creatine alongside magnesium citrate at 15% of the reference intake. Magnesium contributes to normal muscle function, protein synthesis and energy-yielding metabolism [Touyz, R., De Baaij, J. D. and Hoenderop, J. G. J. (2024). Magnesium Disorders.. The New England journal of medicine, 390 21, pp. 1998-2009 . doi: 10.1056/nejmra1510603]. Together, the ingredients create a broader performance proposition than creatine alone.
Creatine + Zn addresses the growing connection between physical performance and cognitive wellbeing. While creatine established its reputation through exercise and muscle applications, scientific interest is increasingly examining its relevance to mental performance. This concept delivers 4,500 mg of creatine with zinc, which contributes to normal cognitive function. [Li, Z., Liu, Y., Wei, R., Yong, W. V. and Xue, M. (2022). The Important Role of Zinc in Neurological Diseases. Biomolecules, 13. doi: 10.3390/biom13010028].
Creatine + D is designed to support strength across different life stages, with particular relevance for women during and after menopause. The hormonal changes associated with menopause can also affect muscle health as estrogen levels decline. This formulation combines 4,500 mg of creatine with vitamin D, which contributes to the maintenance of normal bones, [Mendes, M., Botelho, P. and Ribeiro, H. (2022). Vitamin D and musculoskeletal health: outstanding aspects to be considered in the light of current evidence. Endocrine Connections, 11. doi: 10.1530/ec-21-0596] as well as vitamin B6, which contributes to the regulation of hormonal activity.[Allgood, V. and Cidlowski, J. (1992). Vitamin B6 modulates transcriptional activation by multiple members of the steroid hormone receptor superfamily. The Journal of biological chemistry, 267 6, pp. 3819-24 . doi: 10.1016/s0021-9258(19)50599-3].
All three products use a pectin-based, vegan and sugar-free formula. They contain natural colours and flavourings and provide the recommended daily serving in three gummies.
Flexible options across the range
The wider Creatine portfolio gives brands additional flexibility in format, dosage and ingredient choices. Creatine Core focuses on the essential benefit and is available in three versions, each providing 1 g of creatine per gummy. Brands can select pectin or gelatin formats, as well as sugar-free or sugar-containing options.
One of the sugar-based variants uses carbohydrate and energy as a functional benefit for consumers engaged in active training, rather than including sugar solely to provide sweetness. Xtra Creatine increases the dosage to 1.5 g per gummy and offers a vegan, pectin-based format in lemon and lemon green tea flavours. This breadth supports the diverse requirements emerging from food manufacturing trends, food and beverage industry trends and food and drink industry innovation.
Technical expertise supporting category growth
“Creatine is one of the most talked-about ingredients in nutraceuticals today. Its growing popularity is rooted in decades of extensive clinical validation rather than short-term market hype,” says Kasia Kortmann, general manager, SIRIO Europe. “The challenge with creatine is not its efficacy but its delivery. Formulating a high-dose gummy that tastes good, remains stable, and consistently delivers its intended dose requires considerable technical know-how. We’ve invested in addressing these challenges, developing a range of concepts that give brands greater flexibility to explore different creatine positioning opportunities and bring relevant innovations to market.”
SIRIO Europe will present the Creatine and Creatine+ portfolios at CPHI Worldwide in Milan, taking place from 6 October 2026. The launch reflects wider food distribution trends and growing demand for convenient, science-led formats that align with evolving food and drink marketing strategies, food and drink packaging expectations and food and drink sustainability priorities.