Expansion of the business model – MAGNESIA launches private label provider for nutritional supplements

MAGNESIA GmbH has been an inter­na­tion­al dis­trib­u­tor of min­er­al raw mate­ri­als since 1983. Since Feb­ru­ary 2022, the MAGNESIA plat­form ele­ments+ has been online, bring­ing B2B cus­tomers togeth­er with con­tract man­u­fac­tur­ers of nutri­tion­al supplements.

Lüneb­urg, 05th of April 2022 – “You have an idea. We have the prod­uct” is the mot­to of ele­ments+. The new­ly found­ed busi­ness unit of MAGNESIA GmbH start­ed oper­a­tions at the begin­ning of Feb­ru­ary 2022. While MAGNESIA’s core busi­ness lies in the inter­na­tion­al trade of min­er­al raw mate­r­i­al com­pounds, from now on ele­ments+ brings cus­tomers with a prod­uct idea togeth­er with con­tract man­u­fac­tur­ers of food sup­ple­ments. Ele­ments+ takes over the com­plete project man­age­ment and draws on its years of exper­tise in the mar­ket. In addi­tion to pure bro­ker­age and project man­age­ment, the ele­ments+ team also offers oth­er ser­vices, such as the devel­op­ment of for­mu­la­tions, the qual­i­fi­ca­tion of raw mate­ri­als, the mar­ketabil­i­ty test­ing of end prod­ucts or even label design or holis­tic mar­ket­ing con­sult­ing for cus­tomers. A process for which cus­tomers often lack the resources and know-how.

The idea resulted from customer requests

The idea for ele­ments+ emerged at the end of 2020. MAGNESIA had pre­vi­ous­ly observed an in-crease in cus­tomer requests for ready-to-sell dietary sup­ple­ments. In addi­tion, there was a great need for relat­ed ser­vices, such as con­sult­ing on prod­uct for­mu­la­tions. MAGNESIA has always count­ed con­tract man­u­fac­tur­ers of dietary sup­ple­ments among its cus­tomers. Inquiries of this kind could there­fore be passed on quick­ly and in a coop­er­a­tive man­ner, while the advice on the raw mate­ri­als to be used and the quan­ti­ty ratios to be observed was pro­vid­ed by MAGNESIA. From the first suc­cess­ful­ly com­plet­ed projects, the idea was ulti­mate­ly derived to set up a sep­a­rate plat­form for this type of inquiry. The aim was to pro­vide cus­tomers with easy access to ready-to-sell end prod­ucts and to reduce the time-con­sum­ing work involved in prod­uct man­age­ment. At the same time, con­tract man­u­fac­tur­ers should have easy access to new cus­tomers and capac­i­ty uti­liza­tion of their pro­duc­tion lines with­out hav­ing to invest in adver­tis­ing mea­sures them­selves. In this con­stel­la­tion, MAGNESIA itself acts as con­sul­tant and project man­ag­er and can ensure that the end prod­ucts meet the qual­i­ty required by the customer.

Own brand identity for elements+

“Pri­vate label man­u­fac­tur­ing and the dis­tri­b­u­tion of raw mate­ri­als dif­fer sig­nif­i­cant­ly in the way they com­mu­ni­cate. For this rea­son, we are giv­ing this area its own brand iden­ti­ty,” says Johann Studt­mann, Man­ag­ing Direc­tor of MAGNESIA, com­ment­ing on the deci­sion not to run ele­ments+ under the MAGNESIA cor­po­rate iden­ti­ty in terms of com­mu­ni­ca­tion. “The first com­pa­nies have already been won, and we are cur­rent­ly pro­cess­ing actu­al orders,” explains Katrin Schultz, the Busi­ness Devel­op­ment Man­ag­er respon­si­ble for ele­ments+. Togeth­er with her col­league Ole Friedrich­sen, she is basi­cal­ly open to any kind of inquiries: “No mat­ter whether small online retail­ers or large tra­di­tion­al com­pa­nies – ele­ments+ helps all B2B cus­tomers to real­ize their prod­uct ideas.

Fur­ther infor­ma­tion at: www.elementsplus.de/en


MAGNESIA GmbH is an inter­na­tion­al dis­trib­u­tor and sup­pli­er of mag­ne­sium, cal­ci­um and oth­er min­er­al com­pounds. For more than 35 years, MAGNESIA has stood for high-qual­i­ty raw mate­ri­als, first-class indi­vid­ual con­sult­ing, seam­less doc­u­ment man­age­ment and high cus­tomer sat­is­fac­tion. We sup­ply our cus­tomers in the food, cos­met­ics, phar­ma­ceu­ti­cal, indus­tri­al and con­struc­tion sec­tors quick­ly, reli­ably and globally.