JAMES WHITE INTRODUCES BEETROOT JUICE ‘SHOT’
Organic juice manufacturer James White has launched a stamina-boosting 7cl beetroot juice shot aimed at the functional drinks market.
The move comes after a scientific report last year revealed drinking beetroot juice could enhance sporting performance by 16%.
The trial, published in August 2009, was led by the University of Exeter and co-authored by UK sports scientist
Professor Andy Jones.
Eight men, aged between nineteen and thirty eight, were given 500ml of James White’s organic beetroot juice Beet It, for six consecutive days before completing a series of tests, involving cycling on an exercise bike.
After drinking the juice, the group was able to cycle for an average of 11.25 minutes, which is 92 seconds longer than when they were given the placebo.
Cut with a squeeze of lemon juice, the Beet It Stamina Shot, should be taken one to three hours before intense exercise to enhance sporting stamina.
James White’s managing director, Lawrence Mallinson, said of the new venture:
“Within days of the research, beetroot juice became an nutritional essential for elite sports professionals from cycling, swimming, distance running and rugby, including some of the UK’s top sportspeople. I know this because we supply them directly.”
The Beet It Stamina Shot delivers a 25cl boost of beetroot juice – the amount recommended by researchers – in just 7cl.
Mallinson continued:
“I love the taste of beetroot juice, but we recognise it is not everyone’s favourite vegetable. So we developed a shot to appeal to a wider audience.”
While sports drinks traditionally rely on glucose as a stimulant or water for re-hydration, the nitrates in beetroot juice can increase oxygen’s availability to be absorbed into the blood stream.
Researchers at Barts Hospital and the University of Exeter discovered the naturally high level of dietary nitrate in beetroot juice can boost Nitric Oxide (NO) in the cardio vascular system, with an impact on blood pressure and stamina levels.
An integrated marketing and PR campaign, both off and online, will promote the Beet It Stamina Shot to the sports market as well as health conscious consumers.
Despite its size, the Beet It Stamina Shot is recognised as a ‘five-a-day’. Normally at least 15cl of juice is required to count as one unit, but the shot has the same level of nutrients concentrated in a smaller quantity.
The Beet It Stamina Shot is certified by Informed Sports and will have no impact on any drugs tests.
The products RRP is £1.79 per shot and is available in counter ready boxes of fifteen.
To visit James White’s website click here to see their full range of products
Related posts:
- BEETROOT JUICE MAY BOOST ENDURANCE
- LOADED MAGAZINE LAUNCHES ENERGY SHOT WITH ADDED APHRODISIAC
- Benefits of pomegranate juice hailed
- JAMES MARTIN LAUNCHES NEW HOME BAKING KITS
- CHEGWORTH VALLEY SUPPLIES MORE NICHE DRINKS FOR SPECIALIST CHANNELS
- ASPALL LAUNCHES 100% PRESSED ENGLISH APPLE JUICE
- JUICE MASTER’S LAUNCHES ONE HUNDRED PERCENT RAW SUPERFRUIT JUICE BAR
- TWO CHICKS FREE RANGE LIQUID EGG WHITE LAUNCHES INTO TESCO
