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Backed by Science

The Science

Beet It shots have been used in over 300 published medical and sports performance research papers since 2009. The research has focussed on endurance, multi-sprint, strength & power, altitude and health.

Sport and Medical Research

We had the pleasure of interviewing one of the greatest physiologists in the UK, Professor Andy Jones, who is a beetroot expert and pioneered the research into dietary nitrate supplementation at the University of Exeter.


Read a transcript of the interview below:

Andy, when did your passion for exercise and sport science begin?

I think my interest probably began as an athlete myself – as a teenager I was reasonably successful as a distance runner and I wanted to learn more about the limits of performance and so I was naturally drawn to Sports Science. I did my first degree in Sports Science and eventually my PhD in Exercise Physiology and as my running career started to fall by the wayside then I was able to put that same energy into studying the limitations to performance and so it was a natural sort of transition.

Why did you choose beetroot for your research?

Nitrate is contained in a variety of different vegetables; green leafy vegetables in particular, and a couple of fruits as well. We chose beetroot simply because it’s quite easy to administer because you can juice beetroot – and it’s very easy to consume in a liquid form – at a certain volume, which contains a certain amount of nitrate – and when you’re doing controlled laboratory experiments, that’s quite a nice capability to have. Whereas with something like lettuce or spinach, you wouldn’t ever quite know how much you were giving and to consume 100g of spinach prior to exercise is not quite so straightforward as consuming say, 70ml of beetroot juice.

Why do you use concentrated beetroot shots for your research?

Beetroot is available in many forms and of course, if you were to consume say three or four beetroots you’d consume a certain amount of nitrate, which would be effective. But the problem is, you don’t really know exactly how much you’re going to get. So it’s much easier to consume a liquid than a solid – especially if you’re an athlete and you’re due to train or to compete. And of course the smaller the volume of fluid that you consume, the more convenient that is as well so using the concentrated shots we find is more palatable and easier, just logistically both for us and for our subjects than consuming the 500ml of juice that we did in our original experiments.

Placebo Shots

In conjunction with the University of Exeter, we developed the placebo shot, which is an identical version of the Nitrate 400 shot (in appearance and taste), except the nitrate has been removed.

Researchers worldwide use our placebo shots to conduct double-blind, placebo controlled trials, to eliminate the possibility of a ‘placebo effect’ and ultimately increase the robustness of their research.

We are happy to provide our Placebo Beet It Sport shots to teams and institutions worldwide for research. For more information please get in touch!

Placebo beetroot shot

Research Papers

Below is a list of some of the key published research papers that have used our Beet It beetroot juice:

  • Effect of Acute Beetroot Juice Supplementation on Bench Press Power, Velocity, and Repetition Volume. 
  • Chronic high-dose beetroot juice supplementation improves time trial performance of well-trained cyclists in normoxia and hypoxia. 
  • What’s in your beet juice? Nitrate and nitrite content of beet juice products marketed to athletes. 
  • Performance and health benefits of dietary nitrate supplementation in older adults: a systematic review. 
  • The Effect of Dietary Nitrate Supplementation on Endurance Exercise Performance in Healthy Adults: A Systematic Review and Meta-Analysis. 
  • Beet Root Juice: An Ergogenic Aid for Exercise and the Aging Brain. Journals of Gerontology.
  • Dietary nitrate modulates cerebral blood flow parameters and cognitive performance in humans: a double-blind, placebo-controlled, crossover investigation. 
  • Dietary nitrate improves sprint performance and cognitive function during prolonged intermittent exercise. 
  • Nitrate supplementation enhances the contractile properties of human skeletal muscle. 
  • Beetroot juice and exercise: pharmacodynamics and dose-response relationships. 
  • Dietary nitrate supplementation improves team sport-specific intense intermittent exercise performance. 
  • Nitrate supplementation’s improvement of 10-km time-trial performance in trained cyclists. 
  • “A toast to health and performance! Beetroot juice lowers blood pressure and the O2 cost of exercise”. 
  • Inorganic nitrate supplementation lowers blood pressure in humans – role for nitrite – derived NO. 
  • Dietary nitrate supplementation reduces the O2 cost of low-intensity exercise and enhances tolerance to high-intensity exercise in humans. 

Against Animal Testing

James White Drinks Ltd does not conduct, fund or commission any research involving laboratory animals. Beet It shots are used in medical research as a natural source of dietary nitrate, and research ethics committees have approved for Beet It shots to be used for human trials without completing animal trials first. We encourage all third-party scientists who use Beet It shots in their research to avoid using animals in laboratory experiments.