About Us

Beet It Sport

Beet It is the No.1 selling beetroot juice in the UK and the Beet It sport brand is the No.1 natural nitrate supplement in the world.

10 years in the making

  • Managing Director and founder of James White Drinks comes up with the idea to produce an organic pressed beetroot juice. James White Organic Beetroot Juice 75cl & 25cl – Listed with major distributors. By the end of the year, listed in Waitrose.


  • Product stocked by Sainsbury’s supermarket.


  • Approached by Scientists who wanted to test the benefits of the national dietary nitrate found in beetroot juice on lowering blood pressure.


  • First paper by Prof Amrita Alhuwalia from the William Harvey Research Institute at Barts Hospital in London is published.


  • Change in name to Beet It for the 75cl glass and 25cl PET marks the beginning of the range as we know it today!

    First sports based research paper released by Prof Andy Jones of Exeter University. Not surprising he has become known as AndyBeetroot and is one of the leading figures in the natural nitrate supplementation research arena.

    Purple love week created in the press because of the continued buzz around the research generating more sales.

    PR coverage leads to a boom in sales.

    A change of brand name to Beet It and a new logo designed by a friend of our MD, Texan designer Brody Neuenschwander based in Belgium who took up the challenge to create an exciting, unique but sophisticated brand. We were very happy with the result and so were our consumers.

    New products

    Launch of a 25cl PET juice in Holland and Barrett.

    All major supermarkets (Big5) start to stock the product.


  • 25cl PET outsells 25cl glass which leads to it being discontinued

    Two major nationals run large editorials based around the health benefits of the nitrate in Beetroot juice on lowering blood pressure.

    (Daily Mail & Daily Mirror)

    May – This coverage lead to England Rugby trialling the juice which leads but the amount of liquid was too much for them to take which led to the development of the 7cl concentrated shot.

    New products

    7cl Beet It Stamina Shot

    By the end of the year England Rugby were ordering our Shots!

    Further press coverage in the major nationals boosting sales.


  • New products

    1L tetra launched and is taken by all the major British supermarkets

    Beetroot 7cl placebo developed to aid the development of the research in blind cross over trials.

    Health Food Business Award Winner – Beet It


  • Natural Pharmacy Awards, Best Sports Nutrition & Fitness – Beet It Stamina Shot

    Free From Food Awards Winner – Beet It Stamina Shot

    New products

    7cl Pro-Elite Sport Shot non-organic giving more natural nitrate per shot

    Beet It Nitrate 3000 produced to further strengthen the sport range.

    Beet It with Ginger 75cl glass & 25cl PET

    Beet It with Passion 75cl glass

    75cl tetra chilled (British Beetroot)

    £1.5 million state of the art new pressing plant and storage facility opened helped with a grant from the EEC.

    2012 London Olympics labelled ‘the beetroot games’ because of the amount of athletes using beetroot in their diet or more importantly drinking Beet It! David Weir being quoted in the Guardian that year as it being the secret to his success.

    Coverage coming from all branches of the media from online to the major nationals and magazines.


  • The Guild of Fine Foods, Great Taste Award Beet It with Ginger


  • New products

    Beet It Sport Bar launched to provide an alternative to those that struggled with the natural earthy taste of organic and sport shot. The benefits of it being combined with oats meant new markets opening up to us.

    The Grocer, Top Launch Sports Nutrition Beet It Sport Pro-Elite Bar

    Beet It Sport range announced as Running Bug approved.

    World Beverage Innovation Award, Best Sports or Fitness Drink Beet It Sport Pro-Elite Shot


  • New products

    January Paper published from Prof Ahluwalia and her team announcing that a 250ml (25cl) glass of beetroot juice and/or a high nitrate vegetable rich diet can work almost as well blood pressure medication. Article featured in the Times reporting the findings.

    The same month, Prof Andy Jones featured on the Channel 4 documentary Food Unwrapped™. Presenter Kate Quilton took a test to exhaustion on a Watt Bike by drinking a placebo 7cl shot on one day and a 7cl Beet It Sport Pro-Elite Shot on the other. The results were announced on the show and she showed a 4% gain! More buzz!

    Beet It Nitrate 3000 produced to further strengthen the small range.

    Waitrose Championing British Highly Commended Award Beet It, Awarded for our support of British Agriculture in the growing of British Beetroots through our development and support or the pioneering scientific research.


  • New product

    The new Beet It Sport flapjack (40g) is launched and is available from all good sports nutrition online stockists. The new bar has only 5 ingredients – Oats, Beetroot juice concentrate, sunflower oil, apple juice concentrate and raisins. A delicious light and juicy flapjack that provides c200mg of natural dietary nitrate.

    An exciting and successful Rio Olympic and Paralympic games with many athletes using Beet It Sport products including gold medal winners Shona McCallin and Matt Wylie.

    Our Beet It Sport and Organic shots are finalists in the Holistic Therapist Magazine Business Awards 2016.


  • Watch this space…


Beet It OrganicBeet It Sport