What’s in your beet juice? Pioneering independent Indiana University study shows nitrate content varies widely between leading beet juice supplements

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A sweeping review of current beet supplements is first to measure and compare nitrate content —the crucial component in enhancing endurance and sprint performance

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Only one brand consistently delivers the optimal dose of nitrate per serving,
as established by the International Olympic Committee

Denver, CO, November 5, 2018  –

A pioneering new Indiana University Purdue University Indianapolis study illustrates the sharp differences in the nitrate content of two dozen leading beet juice powders, juices and concentrates. According to Andrew Coggan, study author, “there’s been a great deal of interest in beets because they’re rich sources of nitrate. But the hidden fact that we are coming to appreciate is that actual nitrate content between products varies significantly.” Coggan adds: “The results are significant because once nitrate content falls below a certain threshold, performance benefits disappear.”

“Athletes, and their trainers and coaches until now have had to rely upon manufacturer claims to determine whether a specific supplement contains sufficient nitrate to impact performance,” Coggan continues. “We believe study results will be highly useful to athletes in guiding selection of beet juice supplements that contain sufficient amounts of nitrate.”

In the study, published in the International Journal of Sport Nutrition and Exercise Metabolism, Coggan and his colleague studied samples of 45 different lots of 24 different beetroot juice products, from 21 different companies. “The nitrate contents were generally low,” according to Coggan, “falling far short of the amount (310-560mg) suggested by International Olympic Committee as being needed to improve performance.”

Nitrate consistency: It’s why more athletes — and studies — are running on Beet It Sport power.

“This study substantiates the case we’ve been making for several years,” says Lawrence Mallinson, Managing Director of James White Beverage, manufacturer of Beet It Sport shots. “Beet juice supplements are not the same. When it comes to performance, it all comes down to nitrate content. And as Dr. Coggan’s study shows, Beet It Sport Shots are the only brand on the market to deliver the consistent 400mg of nitrate, shot after shot.”

Beets and nitrates: Affirmed as a performance enhancer by the International Olympic Committee

Beet It Sport shots, the beet juice supplement of choice for Olympic, London Marathon and Berlin Marathon Champion and marathon world record holder, Eliud Kipchoge, have been used in 21 published research papers in the first half of 2018 alone. In fact, the efficacy of adequate nitrate content in beet juice has been confirmed by the International Olympic Committee (IOC) Consensus Statement, published in the British Journal of Sports Medicine (BJSM).

The IOC Consensus Statement expresses the views of 25 sports scientists from around the world as it relies on the results of a dozen published papers, all of which relied on Beet It Sport Shots.

The statement’s authors concluded:

• Dietary nitrate supplementation has been associated with improvements of 4-25% in exercise time to exhaustion and of 1%-3% in sport-specific time trial performances lasting <40min in duration
• Dietary nitrate supplementation is proposed to enhance type II muscle fibre function, resulting in the improvement (3%-5%) of high-intensity, intermittent, team-sport exercise of 12-40min in duration

Beet It Sport: Based on science, not marketing hype.

Beet It Sport shot supplementation has been shown to lower blood pressure and reduce the oxygen cost of exercise, according to Beet It Sport specialist Jonathan Cartwright. “Research has shown that Beet It Sport supplementation enables athletes to exercise harder for longer, as they require less oxygen, or energy to maintain a given intensity of exercise. This ultimately increases the time taken to feel fatigued or to reach exhaustion.”

www.beet-it.us

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ABOUT BEET IT

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.

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

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

NN Running Team World Champions run on nitrate power

Beet It Sport named official partner to NN Running Team

Denver, CO, August 21, 2017  –

NN Running Team World Champions run on nitrate power

Beet It Sport named official partner to NN Running Team

Denver, CO, August 21, 2017  –

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.

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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 consistent doses of dietary nitrate.

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

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.

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Full study information:
Beetroot Juice Supplementation Improves High-Intensity Intermittent Type Exercise Performance in Trained Soccer Players (2017)
Nutrients Journal
https://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, 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