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UK: Beet-it Sports powers Olympic teams

The Beet-it Sports concentrated beetroot juice stamina shot (7cl), the latest juice from James White Drinks, is proving a big hit with Olympic teams preparing for the 2012 games in London. It was launched in May and has 33% more natural dietary nitrate than their existing Organic shot. On the back of Exeter, Maastricht and Mid Sweden University research findings that showed increases in stamina by up to 15-20%, improved time biking trial speeds and increased breath holding benefits, the sporting elite worldwide have been very quick to adopt it.

When the first beetroot juice from James White Drinks came on the market 8 years ago it was a simple addition to the range of organic fruit and vegetable juices. In 2009, soon after the first research into its blood pressure reduction impact was published the Beet It brand was born.

The new Beat-it Sport is made from non-organic beetroot which contains more nitrate than the organic beetroot. This was done after pressure from athletes for a more powerful boost. Olympic teams from the UK, US, Canada, Australia, Holland, NZ, Ireland, Belgium and Norway will be drinking it during training and the Games.

Beetroot is currently sourced from a group of growers in East Anglia, England. This summer it is commissioning a new beetroot pressing plant, the first such unit in the UK, with the capacity to press over 1200 tons Beetroot a year. In the lead up to the Olympics, about 50,000 units a month of the Beet-it shots are being sold both in the UK and worldwide. The juice is exported worldwide and distributed throughout individual countries.

The Beet It shot is produced under patent licence with HeartBeet Ltd.

For more information:
Simon Lee
James White Drinks
Tel: 0044 208 772 3471

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