James White Drinks has added a new variety of its Beet It Sport beetroot juice, providing the largest natural source of dietary nitrate in a single unit.
New Nitrate 3000 contains 3000mg of dietary nitrate – “around 40% more” than its nearest competitor – and claims to offer “a regular dose to enhance stamina and sporting performance”. A super-concentrated beetroot juice packaged in 250ml bottles, it will retail with a recommended retail price of £5.99 when it launches this month.
It joins the brand’s existing sport shots and bars, which contain 400mg of natural dietary nitrate and “are extensively used by elite sportsmen,” Beet It claimed.
James White Drinks managing director Lawrence Mallinson said: “This is a story about nitrates – not beetroot. Most beetroot products on the sports market contain comparatively little, if no, nitrate and certainly not enough to do any help unless consumed in much larger quantities than advertised. Beet It products deliver effective doses of nitrate in a convenient and well researched form. If a beetroot product does not boast about its nitrate content then it is not worth touching – there are a lot of active people being misled.
“It is because Beet It Sport products have such a high and reliable nitrate dose that we supply almost all the scientific research currently being undertaken throughout the world. Most professional sporting elites that are using nitrate supplementation use Beet It too and it’s something we are very proud of.”
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