“Our sales grew nearly 35% last year and we are on track for another strong performance this year,” Beet It Sport Brand Manager Jonathan Cartwright told NutraIngredients-USA.
Part of UK based James White Drinks, Beet It bottles over a million Sport Nitrate 400 shots a year and exports to over 25 countries. In the US, the 2.5-oz. Shots – equivalent to 10 to 17 oz. Beet Juice – sold primarily online through Amazon and available in select Krogers, Sprouts and Whole Foods stores.
Not all beet juice is the same
Formulated with a standard 400 mg of nitrate, Nitrate 400 is the “only concentrated beet juice product on the market that provides a consistent, adequate dose of dietary nitrate per serving,” Cartwright said.
He also credits Beet It’s industry-leading success to its popularity in the research community, which has adopted the standardized dose to produce an ever-growing body of scientific research into the health and athletic performance benefits of dietary nitrates.
“A key effect of dietary nitrates is that it reduces exercise oxygen requirements, meaning muscles require less oxygen to sustain a given work rate, thereby improving exercise efficiency, fatigue resistance and exercise performance,” Cartwright explained .
The company will continue to highlight science-based research to educate US consumers about both the athletic and health benefits of beet juice, including the importance of consuming enough nitrates to elicit these benefits, since “not all beet juice products are created equal are”. .
The best in sports nutrition
That year, the Nitrate 400 Shot won the NutraIngredients-USA Product of the Award in the Sports Nutrition category. The judges noted the scope of performance research, commercial achievements, delivery system, quality control, and effective doses.
“The recognition has helped us connect with retailers, distributors and social media audiences across the United States and around the world,” Cartwright said. “More and more team dieticians and nutritionists are becoming aware of our products.”
Beet It currently supplies 18 of 32 NFL teams and is supported by professional athletes such as US Olympic bobsleigher Lauren Gibbs, World’s Strongest Man Tom Stoltman and long-distance runner Eliud Kipchoge, who took home Olympic gold in Tokyo last year.
Looking ahead, plans are planned to appeal not only to more professional and collegiate teams, but also to the dedicated amateur sports community in the United States.
“Part of our strategy is to exhibit at major marathon shows that attract crowds of enthusiastic consumers of active eating,” Cartwright added, citing the success of previous shows at the Chicago and Boston Marathons.
Coming soon: Nitrate 8000 crystals
Beet It is preparing to launch its Nitrate 8000 Crystals in the US market in 2023 as an alternative to the intensely flavored (and perhaps acquired taste) of the Nitrate 400 shots.
“They make nitrate supplementation more accessible to the broader sports community and should allow more people than ever to test the limits of their exercise performance,” noted Cartwright.
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