UK beverages firm James White Drinks is continuing to develop its successful BEET IT Sport range with the launch of Nitrate 3000. According to the company, the product provides the largest natural source of dietary nitrate (3000mg) in a single unit, for those that want a regular dose to enhance stamina and sporting performance.
BEET IT Sport Nitrate 3000 is a 250ml 100% super concentrated beetroot juice, which contains 3000mg of dietary nitrate per 250ml bottle. This equates to 120mg of natural nitrate per 10ml and more than 400mg per 35ml serving. With seven servings per 250ml bottle, this is ‘around 40% more nitrate than BEET IT’s nearest competitor.’
Nitrate 3000 offers athletes the opportunity to experiment with nitrate dosage to suit their individual needs – recent research on optimum dosage (undertaken at Exeter University by Professor Andy Jones) indicates anywhere between 400mg and 800mg of nitrate can be taken one to six hours before an activity.
35ml of BEET IT Nitrate 3000 can be mixed with 200ml of water to provide more than 400mg of natural dietary nitrate, equivalent to both the BEET IT Sport shot and Beet It Sport bar. The bottle features a clear measurement system on pack for each 35ml serving for ease of use.
BEET IT’s Sport Shots and Bars, which contain 400mg of natural dietary nitrate, are extensively used by elite sportspeople across the world, including leading international & club rugby and Premiership football teams, UK Olympic and Pro Tour cycling teams.
BEET IT Sport products are at the centre of worldwide research in more than 150 universities into the benefits of natural dietary nitrate supplementation. The research has identified that ‘BEET IT’s naturally high dietary nitrate content interacts with enzymes in saliva to generate nitric oxide (NO) in the blood system. NO is a vasodilator that increases the flow of blood and oxygen to the muscles, thereby boosting strength and endurance.’
Lawrence Mallinson, Managing Director at James White Drinks, 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.”
Lawrence continued, “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.”
RRP for BEET IT Nitrate 3000 is £5.99 and it is being launched to market from April 2015.
