James White extends its beetroot juice-based Beet It brand into energy bars

Fruit & veg juice supplier James White Drinks has launched its first food product - a beetroot and oat bar.

The Beet It Sport Pro-Elite bar (rsp: £1.60/60g) was developed as an alternative to the concentrated Beet It Sport Pro-Elite Shots, which James White Drinks MD Lawrence Mallinson said had been a “tough ask” for some consumers. The bar had been designed to deliver the same nutritional benefits as the drink but with a “less intense flavour”.

Each bar contains the equivalent of 400ml beetroot juice and 0.4g of natural dietary nitrate.

The bar is currently sold online. The Suffolk company is targeting specialist sports shops and health food retailers.