Application for Innovate UK Funding: New Beetroot-Based Energy Gel Project

James White Drinks is an established family-owned business and has strong relationships within the local agri-tech and food manufacturing community, including partnerships with local farmers who supply our beetroots, carrots, and apples. James White Drinks is embarking on an innovative project for our sports nutrition brand BEET IT SPORT, aimed at developing a new beetroot-nitrate energy gel.

BEET IT SPORT is a market-leading brand of beetroot-Nitrate supplements designed to provide a guaranteed dosage of naturally sourced dietary-Nitrate, which has been shown to enhance athletic performance, support cardiovascular health and improve stamina. BEET IT SPORT has built a strong reputation in the elite sports and research worlds, supplying elite sports teams around the world including the National Olympic Teams across many disciplines and International Rugby Teams as well as teams in the English Premier League, NFL, NBA and Tour de France.

This project aims to develop a Nitrate Top-Up gel delivering a guaranteed 100mg Nitrate dosage as well as 30g Carbohydrate (at a 2:1 Glucose: Fructose ratio), to give athletes an easy-to-use method for taking nitrates during intensive exercise, whilst simultaneously taking on carbohydrates needed for fuel.

The CONCENTRATED BEETROOT ENERGY GEL will be the first of its kind on the market, delivering both guaranteed carb and Nitrate levels that have been shown to improve performance.

Our development process includes rigorous research and development to ensure product stability and efficacy, followed by market testing to fine-tune the formulations based on consumer feedback. By integrating these new products into the BEET IT range, we aim to offer a broader, more convenient selection for consumers, capitalising on the increasing demand for sports and functional health products.

This project not only enhances our product line but also supports our mission to provide innovative, health-boosting solutions that meet the evolving needs of our customers. We are confident that this new beetroot-based gel will maintain the high standards of the BEET IT brand, delivering the proven benefits of dietary nitrates in a user-friendly format.

This initiative exemplifies James White Drinks' dedication to pioneering advancements in natural nutrition and sustaining our leadership in the beetroot product market.