Beet It Sport (James White Drinks)
UK-based juice maker and home of the world's No. 1 natural nitrate supplement for sport and health.
Beet It Sport – James White Drinks Official SiteJames White Drinks is a UK fruit and vegetable juice producer headquartered at Whites Fruit Farm in Ashbocking, Suffolk. Founded after Lawrence Mallinson acquired the assets of a defunct Suffolk Cider Company in 1989, the business has grown into one of the UK's major juice pressers, packers, and bottlers. The company holds a Royal Warrant (originally granted by HM Queen Elizabeth II in 2002, continued with King Charles in 2025) and has been a Soil Association member for over 25 years.
Its Beet It Sport brand, launched in 2010 following scientific research into dietary nitrates and nitric oxide, is positioned as the No. 1 natural nitrate supplement in the world and the No. 1 selling beetroot juice in the UK. The product range includes 70ml Nitrate 400 shots, 250ml super concentrates, nitrate crystals, and a recovery shot combining sour cherry and beetroot juice concentrates.
Beet It Sport has been adopted by over 300 universities and research institutions worldwide and is used by more than 150 professional sports teams. Products carry the Informed-Sport certification, verified by LGC's anti-doping laboratory, and the Nitrate 400 Shot won 'Best Pre-workout Product' and 'Best Sports Drink' at the 2020 European Specialist Sports Nutrition Awards.
As a company operating at the intersection of natural food production, sports nutrition, and evidence-based health science, James White Drinks is highly relevant to innovations in dietary supplementation, sports performance, and functional beverages.