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Magnesium supplements have been around for centuries but they have become increasingly popular in recent years.

The hydration and energy supplements brand has cracked a niche and scaled fast. The harder task now is sustaining growth as the market matures.
The screenless fitness band has turned into a Gulf-wide phenomenon—powered by regional capital, health culture and a tech-savvy consumer base.
Startups and legacy FMCG players are increasingly launching packaged food rich in protein, but rampant misselling is spoiling the party.