Natural Calm Magnesium is different from most tablets and capsules because it's a powder and therefore highly and very fast absorbable. Because it is a powder they don't need fillers and coatings to make the tablet which makes the product much more pure and again faster and easier to be absorbed. Natural Calm Magnesium is different from other magnesium supplement powders as to that the mixture is not magnesium citrate yet but an organic based magnesium carbonate and citric acid. When water is added these two react to form magnesium citrate in the glass (that's the fizzing that occurs when you add the water). This 'very fresh' ionic magnesium citrate is very potent and fast acting. Competing brands usually have a powder of magnesium citrate which is not as potent. Great consumer experience. NCM is the leading magnesium powder in the US, with great flavors and branding it has created a very loyal following in the US that is spilling over to other countries now.