James White Drinks is creating a standalone brand for a new organic beetroot drink billed as a natural remedy to high blood pressure.
HeartBeet, which is 90% beetroot juice and 10% apple juice, is backed by the research of four UK professors who have been studying the health benefits of the vegetable for 10 years.
The research indicated that as a result of the high levels of nitrates in the roots it can naturally keep blood pressure low and prevent blood clots.
The company, which also makes Big Tom spiced tomato juice, plans to roll out the brand to the multiple and convenience trade and replace the beetroot variant it produces under the James White brand.
Since research on the benefits of beetroot was published in February by doctors from St Barts and Royal London Hospital, sales of its beetroot drink had increased six-fold, said James White MD Lawrence Mallinson.
"This drink may have a real and immediate health benefit," he said.
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