Beet It News Releases

August 21, 2017

World class distance team runs on nitrate power

NN Running Team member Augustino Sulle with a Beet It Sport Shot — compact size, large-scale impact on performance.

Boston Marathon champion and NN Running Team stand-out Geoffrey Kirui, shown here claiming first place in the 2017 World Championship Marathon in London.

FOR IMMEDIATE RELEASE
CONTACT:
Joel MaHarry, Ulrich | MaHarry,
310-504.1790
Press inquiry email

NN Running Team World Champions run on nitrate power

Beet It Sport named official partner to NN Running Team

Denver, CO, August 21, 2017  –

Beet It is delighted to announce that its Beet It Sport concentrated supplement has been named official partner to the NN Running Team. Developed specifically with the elite athlete in mind, Beet It Sport is the only sports supplement to contains 400mg of natural nitrate, in every bottle, clinically proven to improve endurance, strength and speed.
The newly minted team includes such distance luminaries as Olympic Marathon champion Eliud Kipchoge, and the all-time number two marathoner Kenenisa Bekele. Mr. Kipchoge already uses Beet It Sport Nitrate 400 shot ahead of marathons and has tweeted about this on several occasions as he was preparing for Breaking 2, his largely successful attempt to break the Marathon world record in May.
NN Group is one of the world’s leading insurance and asset management company, active in 18 countries and with a strong presence in Europe and Japan. Our roots lie in the Netherlands, with a rich history that stretches over 170 years.
The brainchild of Global Sports Communication’s director Jos Hermens, the NN Running Team is one of the most innovative developments in the sports world, providing athletes with access to the best coaching, medical care, nutrition and athletic related services to improve their world class performance.
The entire NN Running Team will benefit from the 400mg of natural dietary nitrate contained in the 2.3 fl. oz. shot, the optimum amount of nitrate required to boost sporting performance in one quick hit.
During the recent World Athletic Championships in London, NN Running Team members Geoffrey Kirui won Gold in the Marathon, while Joshua Cheptegei won a Silver medal in the 10,000m – just beaten to the line by Mo Farah.
Lawrence Mallinson, Managing Director, Beet It Sport commented: “We already supply Beet It Sport to many of the world’s top athletes. We are particularly pleased to have been chosen to supply the prodigiously talented NN Running Team with our Beet It Sport nitrate-concentrated beetroot sport shots. It is a great accolade to work with an organization which nurtures such world class long distance runners and recognizes the importance of good nutrition, including the scientifically proven benefit of natural nitrate. We’re looking forward to following the team and sharing their successes on Beet It’s social media platforms.”
Olympic Marathon champion, Eliud Kipchoge commented: “It is great to see that our team has established a partnership with Beet It, another great development in terms of support to all of the athletes in our team.”
Jochem Los, from Global Sports Communication, commented: “We are excited about teaming up with Beet It Sport, as it allows us to continue to offer the best support possible to our athletes. The NN Running team stands for excellence and innovation. We want to create the best conditions for our athletes so they can perform to the best of their abilities and this collaboration builds on that mission.”

 

NN Running Team World Champions run on nitrate power

Beet It Sport named official partner to NN Running Team

Denver, CO, August 21, 2017  –

Beet It is delighted to announce that its Beet It Sport concentrated supplement has been named official partner to the NN Running Team. Developed specifically with the elite athlete in mind, Beet It Sport is the only sports supplement to contains 400mg of natural nitrate, in every bottle, clinically proven to improve endurance, strength and speed.
The newly minted team includes such distance luminaries as Olympic Marathon champion Eliud Kipchoge, and the all-time number two marathoner Kenenisa Bekele. Mr. Kipchoge already uses Beet It Sport Nitrate 400 shot ahead of marathons and has tweeted about this on several occasions as he was preparing for Breaking 2, his largely successful attempt to break the Marathon world record in May.
NN Group is one of the world’s leading insurance and asset management company, active in 18 countries and with a strong presence in Europe and Japan. Our roots lie in the Netherlands, with a rich history that stretches over 170 years.
The brainchild of Global Sports Communication’s director Jos Hermens, the NN Running Team is one of the most innovative developments in the sports world, providing athletes with access to the best coaching, medical care, nutrition and athletic related services to improve their world class performance.
The entire NN Running Team will benefit from the 400mg of natural dietary nitrate contained in the 2.3 fl. oz. shot, the optimum amount of nitrate required to boost sporting performance in one quick hit.
During the recent World Athletic Championships in London, NN Running Team members Geoffrey Kirui won Gold in the Marathon, while Joshua Cheptegei won a Silver medal in the 10,000m – just beaten to the line by Mo Farah.
Lawrence Mallinson, Managing Director, Beet It Sport commented: “We already supply Beet It Sport to many of the world’s top athletes. We are particularly pleased to have been chosen to supply the prodigiously talented NN Running Team with our Beet It Sport nitrate-concentrated beetroot sport shots. It is a great accolade to work with an organization which nurtures such world class long distance runners and recognizes the importance of good nutrition, including the scientifically proven benefit of natural nitrate. We’re looking forward to following the team and sharing their successes on Beet It’s social media platforms.”
Olympic Marathon champion, Eliud Kipchoge commented: “It is great to see that our team has established a partnership with Beet It, another great development in terms of support to all of the athletes in our team.”
Jochem Los, from Global Sports Communication, commented: “We are excited about teaming up with Beet It Sport, as it allows us to continue to offer the best support possible to our athletes. The NN Running team stands for excellence and innovation. We want to create the best conditions for our athletes so they can perform to the best of their abilities and this collaboration builds on that mission.”
ENDS
Note to editors:
Beet It Sport Shots carry the logo of Informed Sport, an organization that tests products to provide assurance that athletes will not fail a drug test as a result of using them.
Beet It Sport Nitrate 400 shots are the gold standard used by over 200 universities worldwide for medical and sports performance research into the benefits of natural nitrate supplementation. More than 100 research papers, using Beet It Sport Shots, have been published to date.
The NN Running Team members participating in the London World Champs were:
Marathon Men:
Robert Chemonges (UGA)
Alex Chesakit (UGA)
Marius Ionescu (ROM)
Desmond Mokgobu (RSA)
Sibusiso Nzima (RSA)
Geoffrey Kirui (KEN) – Winner Boston Marathon 2017
Gideon Kipketer (KEN)
10,000m men:
Joshua Cheptegei (UGA)
Moses Kurong (UGA)
Geoffrey Kamworor (KEN)
10,000m women
Failuna Matanga (TAN)

ABOUT

Beet It is a world leader in beet juice, and Beet It Sport is the No.1 natural nitrate supplement in the world. Beet It brand’s parent company is James White Drinks, one of the leading fruit and vegetable juice firms in the UK.

— END —

Viewpoint article information:
Can elite athletes benefit from dietary nitrate supplementation?
Journal of Applied Physiology (2015)
https://www.ncbi.nlm.nih.gov/pubmed/25997946

 

Product photos

Olympic Marathon champion and NN Running Team star Eliud Kipchoge is a big fan of Beet It Sport Shots: ““It is great to see that our team has established a partnership with Beet It, another great development in terms of support to all of the athletes.”

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver constant doses of dietary nitrate.

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver consistent doses of dietary nitrate.

 

 Note to editors:
Beet It Sport Shots carry the logo of Informed Sport, an organization that tests products to provide assurance that athletes will not fail a drug test as a result of using them.
Beet It Sport Nitrate 400 shots are the gold standard used by over 200 universities worldwide for medical and sports performance research into the benefits of natural nitrate supplementation. More than 100 research papers, using Beet It Sport Shots, have been published to date.
The NN Running Team members participating in the London World Champs were:
Marathon Men:
Robert Chemonges (UGA)
Alex Chesakit (UGA)
Marius Ionescu (ROM)
Desmond Mokgobu (RSA)
Sibusiso Nzima (RSA)
Geoffrey Kirui (KEN) – Winner Boston Marathon 2017
Gideon Kipketer (KEN)
10,000m men:
Joshua Cheptegei (UGA)
Moses Kurong (UGA)
Geoffrey Kamworor (KEN)
10,000m women
Failuna Matanga (TAN)

ABOUT

Beet It is a world leader in beet juice, and Beet It Sport is the No.1 natural nitrate supplement in the world. Beet It brand’s parent company is James White Drinks, one of the leading fruit and vegetable juice firms in the UK.

— END —

Viewpoint article information:
Can elite athletes benefit from dietary nitrate supplementation?
Journal of Applied Physiology (2015)
https://www.ncbi.nlm.nih.gov/pubmed/25997946

 

Product photos

April 12, 2017

Beet It Sport Shots improve performance in trained athletes

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver constant doses of dietary nitrate.

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver consistent doses of dietary nitrate.

 

FOR IMMEDIATE RELEASE
CONTACT:
Joel MaHarry, Ulrich | MaHarry,
310-504.1790
Press inquiry email

Beet shots “effectively improve” performance in trained athletes — as long as the nitrate dose is high enough.

 

Denver, CO, April 12, 2017  –

A new, independent study by Maastricht University shows concentrated beet juice shots “improve high-intensity intermittent type exercise performance” in trained athletes, as long as the nitrate dosage is high enough.

According to the peer-reviewed study, published in the journal Nutrients, six days of supplementation with nitrate-rich Beet It Sport shots led to a 3.4% average performance improvement, and a drop in heart rate of 1.7%.

Research shows trained athletes can “beet” their best

The study marks a distinct pivot for Dr. Lex Verdijk and his Maastricht University team of researchers, who in 2015 published a Viewpoint article* indicating there was little evidence for an effect of nitrate supplementation on trained athletes. According to Dr. Verdijk, “We now believe highly trained subjects may require a different nitrate supplementation strategy (i.e., higher dose and/or for a longer period) to elicit beneficial performance effects in comparison to recreational athletes.”

Lawrence Mallinson, Beet It Managing Director, isn’t surprised by the turn-about. “We’ve been supplying Beet It Sport Shots to top professional and international teams worldwide over five years. They monitor their athletes’ every move. Why else would these professionals keep buying unless they believe there are real benefits?”

In the study** Dr. Lex Verdijk and his Maastricht University team provided 32 soccer players with either two Beet It Sport shots a day (~800mg of nitrates) or identical placebos over six days. In addition to improvements in overall performance and heart rate, researchers found consuming Beet It Sport shots resulted in an 11-fold increase in plasma nitrate, and a three-fold increase in plasma nitrite concentration.

The new Maastricht study joins a number of recent papers that point toward the efficacy of multi-day supplementation with Beet It Sport Shots. “The use of a multiday protocol would seem preferred as it likely allows sufficient time for (some of) the suggested cellular adaptations to occur, that might drive the ergogenic effects of nitrate,” according to Dr. Verdijk and his team.

The researchers also make news by demonstrating that nitrate-rich Beet It can result in lowered heart rates. “To the best of our knowledge, the current findings are the first evidence of changes in heart rate following nitrate ingestion in young healthy athletes,” according to the Nutrients article.

“Beet It Sport shots are ideal for tests like this one,” says Dr. Verdijk. “We know we’re delivering a consistent 400mg of nitrate with each and every shot.” Shots are also easier to digest: “Players had only to consume 4.6 fl oz of our Beet It Sport shots, which in terms of dietary content is equivalent to about 33 fl oz of regular beet juice”, says Lawrence Mallinson, Beet It Managing Director.

The Maastricht study is well-timed for consumers and Beet It fans in the US. The company earlier this year launched its first-ever retail presence in the US, a rollout that includes over 1500 stores, and retail chains like Kroger’s and Whole Foods.

* Viewpoint articles are intended to present an insightful, thoroughly documented slant on a topic for which opinions are either controversial or undecided in the literature. The hope is that the readership will benefit from a new unconventional viewpoint on a topic. Viewpoints must be authored by experts in the field under discussion, such expertise having been demonstrated by original research published by the author(s) in peer-reviewed journals indexed in the major services, such as PubMed.

** Participants in this double-blind, randomized, placebo-controlled study could not tell whether they were receiving beet juice with or without nitrates, and neither could the investigators. The order of the trials was randomized to avoid learning or training effects. Each participant served as his own control, and performed all tests twice: once with nitrate rich beetroot juice and once with placebo.

ABOUT

Beet It is a world leader in beet juice, and Beet It Sport is the No.1 natural nitrate supplement in the world. Beet It brand’s parent company is James White Drinks, one of the leading fruit and vegetable juice firms in the UK.

— END —

Full study information:
Beetroot Juice Supplementation Improves High-Intensity Intermittent Type Exercise Performance in Trained Soccer Players (2017)
Nutrients Journal
http://www.mdpi.com/2072-6643/9/3/314/htm

Viewpoint article information:
Can elite athletes benefit from dietary nitrate supplementation?
Journal of Applied Physiology (2015)
https://www.ncbi.nlm.nih.gov/pubmed/25997946

 

Product photos

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver constant doses of dietary nitrate.

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver consistent doses of dietary nitrate.

 

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

FEBRUARY 14, 2017

Beet It Launches US Retailer Rollout

FOR IMMEDIATE RELEASE
CONTACT:
Joel MaHarry, Ulrich | MaHarry,
310-504.1790
Press inquiry email

Beet It, the beet concentrate standard for over 200 clinical studies worldwide, launches US rollout with 1500-store debut.

 

Denver, CO,  June14, 2017  –  Beet juice has become a sensation in recent years thanks to its ability to boost endurance and strength in athletes, and to manage blood pressure for people of all ages. Now Beet It, following online sales success with Amazon and Lucky Vitamin, is launching a US rollout beginning with 1500 major retail locations. The rollout includes both beet-based product lines, Beet It Sport, the world’s best-selling natural nitrate supplements, and Beet It beet juice, the all-natural, 100% fresh pressed juice for health-conscious shoppers, mixologists and cooks across the country.

“Bringing Beet It to wide US distribution for the first time is a significant milestone for us,” says Lawrence Mallinson, Managing Director for James White Drinks, Beet It’s UK-based parent company. “The market is getting crowded with different beet-based products making sometimes dubious claims. We’re proud to introduce Beet It Sport beet juice concentrate shot, which has become the de facto standard for research worldwide, due to its unique ability to deliver a consistent 400mg dose of dietary nitrate in each bottle.”

The Beet It product lines include:

Beet It Sport Shots and Bars: For athletes in any sport looking for a competitive edge, and for anyone looking to better manage blood pressure. The only brand that delivers a consistent and reliable dose of dietary nitrate — the key to athletic performance improvement. Each 2.4 fl oz Beet It Sport Shot delivers 400mg of nitrate. Each 1.4 oz Beet It Sport Bar delivers 200mg of nitrate.

Beet It beet juice: For active adults, families, and anyone looking for a refreshing, delicious way to enjoy the nutritional benefits of beet juice. 100% pressed juice — not from concentrate. All-natural ingredients:  90% beet juice, 10% apple juice. Available in 25.4 fl oz glass and 8.5 fl oz PET bottles.

Beet It’s growing roster of major chains includes Kroger, Whole Foods Markets, Jewel-Osco, King Sooper’s and more. Mr. Mallinson calls the brand’s reception among retailers and consumers “both warm and enthusiastic. Our Sport products and beet juices actually taste good. So whether you’re an athlete, a cardio patient or parent looking for better nutrition for the family, it’s just easier to benefit from all the vitamins, nutrients and especially the nitrates that beets have to offer.”

In addition to retail distribution across the country, the Beet It roll-out includes a new, dedicated US website, beet-it.us, a source of related information about the nutritional and sports performance benefits of each product in the Beet It brand family with recipes, news and more.

ABOUT

Beet It is a world leader in beet juice, and Beet It Sport is the No.1 natural nitrate supplement in the world. Beet It brand’s parent company is James White Drinks, one of the leading fruit and vegetable juice firms in the UK.

— END —

Relevant research exploring the connection between nitrate consumption and improved athletic performance: 
Beetroot juice and exercise: pharmacodynamic and dose-response relationships
Journal of Applied Physiology

Just ONE concentrated beetroot shot per day shown to significantly improve sprint performance
University of Exeter

Product photos

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver constant doses of dietary nitrate.

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver consistent doses of dietary nitrate.

 

Beet It all natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

Beet It all natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

The only beet concentrate supplement that deliver consistent doses of nitrate: Beet It Shots (400mg) and Bars (200mg)

The only beet concentrate supplement that deliver consistent doses of nitrate: Beet It Shots (400mg) and Bars (200mg)

Beet It all-natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

Beet It all-natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

Beet It Sport Bars are available in handy 15-bar cases.

FOR IMMEDIATE RELEASE
CONTACT:
Joel MaHarry, Ulrich | MaHarry,
310-504.1790
Press inquiry email

Beet It, the beet concentrate standard for over 200 clinical studies worldwide, launches US rollout with 1500-store debut.

 

Denver, CO, Feb 14, 2017  –  Beet juice has become a sensation in recent years thanks to its ability to boost endurance and strength in athletes, and to manage blood pressure for people of all ages. Now, for the first time, Beet It is breaking wide across the US in over 1500 major retail locations. The company’s rollout includes both beet-based product lines, Beet It Sport, the world’s best-selling natural nitrate supplements, and Beet It beet juice, the all-natural, 100% fresh pressed juice for health-conscious shoppers, mixologists and cooks across the country.

“Bringing Beet It to wide US distribution for the first time is a significant milestone for us,” says Lawrence Mallinson, Managing Director for James White Drinks, Beet It’s UK-based parent company. “The market is getting crowded with different beet-based products, many of which make differing and sometimes dubious claims. We’re very proud to introduce Beet It Sport beet juice concentrate, which has become the de facto standard for research worldwide, due to its unique ability to deliver a consistent dose of dietary nitrate in each bottle.”

The Beet It product lines include:

Beet It Sport Shots and Bars: For athletes in any sport looking for a competitive edge,* and for anyone looking to better manage blood pressure. The only brand that delivers a consistent and reliable dose of dietary nitrate — the key to sport performance improvement. Each 2.4 fl oz Beet It Sport Shot delivers 400mg of nitrate. Each 1.4 oz Beet It Sport Bar delivers 200mg of nitrate.

Beet It beet juice: For active adults, families, and anyone looking for a refreshing, delicious way to enjoy the nutritional benefits of beet juice. 100% pressed juice — not from concentrate. All-natural ingredients:  90% beet juice, 10% apple juice. Available in 25.4 fl oz glass and 8.5 fl oz PET bottles.

Beet It is introducing both of the company’s beet-based product lines to the US via a growing roster major chains, including Kroger,  Whole Foods Markets, Jewel-Osco, King Sooper’s and more. According to Kim Ourada, EVP North America, the brand’s reception among retailers and consumers has been “both warm and enthusiastic. Our team has formulated beet-based products that actually taste good, while they’re good for you. So whether you’re an athlete, a cardio patient or parent looking for better nutrition for the family, it’s just easy to benefit from all the vitamins and nutrients that beets have to offer.”

In addition to retail distribution across the country, the Beet It roll-out includes a new, dedicated US web site, beet-it.us, a source of information about the nutritional and sports performance benefits of Beet It beet juice, recipes, news and more.

ABOUT

Beet It is a world leader in beet juice, and Beet It Sport is the No.1 natural nitrate supplement in the world. Beet It brand’s parent company is James White Drinks, one of the leading fruit and vegetable firms in the UK and across Europe. The company’s portfolio of 10 distinctly different and delicious juices and drinks is ideally suited for growing worldwide consumer tastes for natural, more nutritiously refreshing beverage choices. Building on a base of  25 years’ experience, James White continues to develop new blends and flavors keyed to satisfying market trends, consumer interests and our own interest in creativity and adventure in the world of beverages.

— END —

Further information:
Beetroot juice and exercise: pharmacodynamic and dose-response relationships
Journal of Applied Physiology

Just ONE concentrated beetroot shot per day shown to significantly improve sprint performance
University of Exeter

Product photos

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver constant doses of dietary nitrate.

Beet It 2.4 fl oz Sport Shots and 1.4 oz Bars deliver consistent doses of dietary nitrate.

 

Beet It all natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

Beet It all-natural beet juice in 25.4 oz glass and 8.5 oz PET bottles.

 

Beet It Sport Shots & Bars — Your supersource for the natural nitrate necessary for sport performance improvement and heart healthy benefits.

Beet It all-natural Beet Juice — The daily drink for maintaining blood pressure, brain function and more.

The NO3-NO2-NO Pathway: How dietary nitrate impacts our physiology

How nitrate impacts your cardiovascular system
— A quick primer —

 

1. Drink your shot

Over 90% of the ingested nitrate is absorbed into your bloodstream via the intestine

Nitrate (NO3) stays elevated in your bloodstream 6-8 hours

2. Bloodstream absorption

25% of the nitrate in your bloodstream is absorbed and concentrated by your salivary glands

75% of the nitrate (NO3) is excreted by your kidneys

3. Nitrate-rich saliva

Bacteria on the tongue converts nitrate to nitrite

It’s the only way our bodies convert nitrate (NO3) to nitrite (NO2)

4. Conversion to nitric oxide

Acid in the stomach converts nitrite to nitric oxide

Nitric oxide (NO) is a vasodilator that improves cardiovascular performance
Some of the nitrite bypasses the stomach, entering the bloodstream where it’s converted to NO

5. The Benefits of Beet It

Greater endurance

Enhanced strength

Improved sprint times

Improve blood flow

Lowered blood pressure

The discovery of nitric oxide as a vasodilator was awarded the Nobel Prize in 1998