British juice company James White Drinks has developed its first ever nitrate food product for its growing BEET IT brand, with the launch of a unique BEET IT Sport Pro-Elite bar, a winning combination of high natural dietary nitrate beetroot with oats.

Beet-It-bar-1

The BEET IT Sport bar is developed specifically to deliver the same natural dietary nitrate dose (0.4g) as a BEET It Sport shot, which is already the fastest growing sport nutrition product with the sporting elite. The BEET IT Sport Pro-Elite bar also provides an excellent source of slow natural energy release and most importantly tastes delicious.

Research at over 100 universities worldwide is underway using BEET IT Sport shots to investigate the benefits of natural dietary nitrate supplementation. Their published work so far shows that the nitrate interacts with enzymes in saliva to boost Nitric Oxide levels in the blood. This natural vasodilator increases blood flow and oxygen supply to muscles with a beneficial impact on strength and endurance – a similar effect (but legitimate) to blood doping!

Each 60g bar contains 0.4g of natural dietary nitrate, the equivalent of 400ml beetroot juice. It tastes and has the moist texture of an oat flapjack with the distinct colour of beetroot.

Lawrence Mallinson, Managing Director, James White Drinks commented: “We developed the bar to provide an easier to consume alternative to our already popular BEET IT Shots, which are very intense. A surprising number of regular users of the BEET IT shots tell us how much they like them. But for many, myself included, the BEET IT shots are quite a tough ask! The BEET IT Sport bar on the other hand is really delicious, tasting more of raspberry than beetroot, and provides a delicious way to enjoy a good useful hit of natural nitrate.”

BEET IT SPORT Pro-Elite bar is individually foil wrapped to keep it moist and chewy, and weighs 60g.  RRP is £1.60.

BEET IT SPORT Pro-Elite bar

Tel: 020 8772 3471

www.beet-it.com

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