Juice beeting a path to 2012
PUBLISHED: 09:00 14 October 2011
SOME of the world's top sport stars are reaping the rewards of downing daily shots of beetroot juice, produced by a Suffolk company.
James White Drinks has been churning out beetroot juice for about six years but last year began selling a concentrated Beet It Stamina Shot, which has scientifically proven performance benefits.
Athletics world champion Mo Farah takes regular deliveries of the bottles, both the Welsh and Australian rugby union World Cup semi-final sides have been sent shipments and even Ipswich Town have got in on the act, the club placing its first order this week.
A pack of 25 7cl shots costs £25 and Lawrence Mallinson, the man behind the beetroot juice phenomenon, said the high-profile customers had come “out of the blue” but were all convinced by the boost the juice could give them.
He said: “The thing is it’s all about boosting nitric oxide in the blood, which when you are pushing your body really helps.
“Your body can use the oxygen in your blood rather that the oxygen you are breathing.
“It’s entirely natural and although it’s an organic beetroot juice we got it certified by [testing organisation] Informed Sport so the athletes can be assured that it is OK to drink.”
Mr Mallinson said the company now supplied an “amazing variety” of athletes, including many of the Team GB Olympians preparing for the London 2012 Games.
He added: “That’s what we have got to try to get behind. We are supplying a lot of those who are going to be competing. The athletics team, triathletes, canoeing and cycling teams.”