Our Story

Beet It Sport – N.1 sports shot backed by science and endorsed by athletes

Beet It Sport is part of James White Drinks, which offers over 30 years innovation in fruit and vegetable juices. Over the last decade, our Beet It Nitrate 400 shots (specifically their 400mg natural nitrate content) have been used in over 300 independent scientific studies worldwide. Beet It Sport is used by an extraordinarily high percentage of the worlds sporting elite; including teams in English Premier League, Spanish La Liga, International Rugby Union, NFL, NBA, MLS, NHL and individual Olympic and Paralympic athletes from a range of sporting disciplines. When you are testing the limits of endurance, give yourself no excuses, Beet Your Personal Best!

For 30 years, James White has been tasting, testing and experimenting to bring you the most natural and delicious range of juices. Most of our beetroot juice is pressed and bottled deep in the Suffolk countryside at our James White Drinks factory.

Sub-2hr marathon, RWC and new research horizons

NN Running Team athlete Eliud Kipchoge becomes the first man to run a marathon in less than two hours in Vienna - fuelled by Beet It Sport shots #NoHumanIsLimited.

Beet It fuels the Rugby World Cup - seven of the top ten international rugby teams use Beet It Sport ahead of the Rugby World Cup in Japan.

Professor Andy Jones and colleagues at the University of Exeter discover that muscle plays an important role in the transport, storage and metabolism of nitrate in humans.

Wylie et al (2019) – Human skeletal muscle nitrate store: influence of dietary nitrate supplementation and exercise, The Physiological Society, University of Exeter, UK.

Beet It Sport fuels sporting elite and International Olympic Committee (IOC) recognition

NN Running Team athlete Eliud Kipchoge breaks the marathon world record in a time of 2:01:39 – Eliud drank Beet It Sport shots in the run up this race in Berlin.

Geraint Thomas wins the Tour de France – Geraint is supplied Beet It Sport shots.

The IOC consensus statement of 20 world leading sport scientists, includes 12 published research papers, all using Beet It Sport Nitrate 400 shots.

Maughan et al (2018) – IOC consensus statement: dietary supplements and the high-performance athlete, British Journal of Sports Medicine, St Andrews University, UK

World-class benefit from Beet It Sport

Beet It Sport becomes an official supplier to the NN Running Team; 60 elite distance runners including marathon and half marathon world record holders Eliud Kipchoge and Geoffrey Kamworor, respectively.

Shannon et al (2017) – Effects of dietary nitrate supplementation on physiological responses, cognitive function, and exercise performance at moderate and very-high simulated altitude, Frontiers in Physiology, Leeds Beckett University, UK

The secret science behind soccer’s unexpected winners 2016

Leicester City win the English Premier League and BBC reveal that Beet It was part of “the secret science” behind Leicester’s remarkable triumph.

Nyakayiru et al (2016) – Beetroot juice supplementation improves exercise performance in soccer players, Nutrients, Maastricht University, The Netherlands

Researchers find new exciting Beet It research

Coggan et al (2015) – Effect of acute dietary nitrate intake on maximal knee extensor speed and power in healthy men and women, Nitric Oxide, Washington University School of Medicine, US

Italian Olympic Committee and University of Cagliari report novel findings using Beet It

Pinna et al (2014) – Effect of beetroot juice supplementation on aerobic response during swimming, Nutrients, University of Cagliari & Italian Olympic Committee, Italy

Australian Institute of Sport recognition and sport-specific intermittent exercise performance

Burke (2013) – To beet or not to beet?, Journal of Applied Physiology, Australian Institute of Sport, Australia

Wylie et al (2013) - Dietary nitrate supplementation improves team sport-specific intense intermittent exercise performance, European Journal of Applied Physiology, University of Exeter, UK

London Olympics labelled 'Beetroot Games'

Beet It beetroot juice is used by many competing athletes, including 4x gold medallist David Weir, who is quoted “as inexplicably using beetroot juice” by Boris Johnson in his Olympic Champions salute.

Cermak et al (2012) - Nitrate supplementation’s improvement of 10-km time-trial performance in trained cyclists, International Journal of Sport Nutrition and Exercise Metabolism, McMaster University, Canada

First study uses innovative Beet It nitrate-depleted placebo shots

Researchers at the University of Exeter are the first to use our placebo shot – an identical version of the shot (in appearance and taste), except the nitrate has been removed. The placebo shot sets a new standard for more robust research; double-blind, placebo-controlled research.

Lansley et al (2011) - Dietary nitrate supplementation reduces the O2 cost of walking and running: a placebo-controlled study, American College of Sports Medicine, University of Exeter, UK

Mo Farah receives delivery of Beet It shots to his home arranged by UK Athletics.

First study published on Beet It Sport shots.

Bailey et al (2009) - Dietary nitrate supplementation reduces the O2 cost of low-intensity exercise and enhances tolerance to high-intensity exercise in humans. Journal of Applied Physiology, University of Exeter, UK

England Rugby trials our concentrated beetroot juice (prototype Beet It shots) with positive feedback.

Beet It juice is supplied to Dubai for camel racing!