G's Fresh is set to enter the sports-drink market after acquiring a beetroot recovery drink brand.
The PWR+ brand, developed by Devon processed fruit supplier Cobell, comprises of three seperate drinks - Perform, designed to be consumed before exercise, and the post-activity recovery drinks Win and Recover.
Initially set for specialist retailers, G's says it plans eventually to sell the drinks, which will retail at £2.19 for a 330ml bottle, into UK supermarkets.
'Our ambition for PWR+ is to take the brand to the broader mass market,' said G's marketing director Anthony Gardiner. 'We believe our point of difference over existing products, is the fact that PWR+ is an all natural product, that also has a positive taste benefit over similar products that are available in the marketplace.'
G's, which already sells a Love Beets range of beetroot drinks into the US market, may find a rival with Beet It Sport, a similar beetroot-based sports drink sold by UK juices firm James White.
The British Heart Foundation claimed earlier this year that beetroot lowers blood pressure due to its high nitrate levels.
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