G’s Fresh has extended its PWR+ range of beetroot-based sports drinks with a new energy shot.

PWR+ Shot contains concentrated beetroot and caffeine (£2.19 for XXml). It went on sale in larger-format Boots stores, Holland & Barrett and GNC at the beginning of May.

“Elite sports people seeking an all-natural immediate performance boost have driven our development of the PWR+ Shot,” said marketing director Anthony Gardiner.

G’s has also secured a listing with Boots for its PWR+ Perform beetroot and sour cherry juice.

The company would be looking to secure further retail listings and launch new products during the course of 2014, said Gardiner.

He added G’s had “worked closely with sports people at all levels to produce drinks that give them a natural edge”, and that the products had been certified by quality assurance programme Informed Sport.

As part of the accreditation process, the drinks were also tested by anti-doping organisation HFL Sport Science, which gave them a clean bill of Health by certifying them as “clean”.

G’s Fresh is set to launch a PR, print and digital advertising campaign to promote the PWR+ products this summer, targeting the elite sports market and keen sports amateurs.

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