Beet It, the organic beetroot juice brand owned by James White Drinks, has recorded its most successful year to date – growing to £5.7m RSV (retail sales value) in 2025.
Supported by a £250,000 investment at its production site last year, the figures reflect a 58% increase in growth over the past two years.
Its sister brand, Beet It Sport, has also seen impressive growth, with sales exceeding £2m in 2025 – a 35% increase YOY. In particular, Beet It Sport’s success in export markets such as the USA has played a large role in its growth, responsible for around two-thirds of sales in 2025.
While the ambient juice category has faced a challenging few years in light of changing consumer shopping habits, Beet It’s success and appeal amongst increasingly health-conscious shoppers has seen it now become the largest NFC ambient juice SKU in the UK.
Beetroot juice has proven popular amongst health, sport and fitness audiences in particular, as a naturally functional drink with no additives. Significant scientific research over the last 15 years into dietary nitrate, found in beetroots, has proven that it can aid in fatigue resistance, exercise performance and exercise efficiency.
The brand’s strong market position is underpinned by its impressive scientific credentials. Beet It shots have been independently used in over 300 published medical and sports performance research papers since 2009, and remains the only brand to guarantee an adequate dose of dietary nitrate per serving.
Indeed, since 2010, Beet It Sports products have been chosen by a growing number of professional and elite athletes around the world – the brand now supplies over 150 elite sports teams across the English Premier League, NFL, NBA, International Rugby and Olympic teams.
Lawrence Mallinson, founder of James White Drinks, explains: “Shoppers have become much more conscious of their own health and Beet It has benefitted greatly from this. However, our success has not come overnight. Consumer trust in our brand is founded in years of rigorous research into the proven benefits associated with beetroot juice, and the awareness that has accompanied this.
“Rather than chasing short-term trends, our strategy at James White Drinks has always been to focus on investing in products with lasting relevance and scaling them carefully as demand grows – an approach that has allowed us to build strong foundations and support the growth we’re seeing today with Beet It.”
Beet It is listed in retailers such as Sainsbury’s, Tesco, Morrisons, Asda, Waitrose, Holland & Barrett and many more.
It is available in a range of formats including 1L Tetra cartons, 750ml glass bottles and 70ml individual juice shots.
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