The drinks firm recently unveiled a £250,000 beetroot press at its factory located at Whites Fruit Farm, marking a significant milestone in a year of impressive growth. In 2024, the maker of the Beet It brand reported a remarkable 47% increase in sales, achieving over £5 million in retail sales value.
This new press installation will enable the production of over a million litres of organic beetroot juice each year, enhancing the firm’s commitment to high-quality food manufacturing.
Defying Market Decline
Managing director Lawrence Mallinson commented on the brand’s success, stating: “Beet It continues to defy the decline seen in the wider juice category, as increasingly health-conscious consumers buy into a brand that is built on actual medical research and not some faddy health claims.”
Beet It has played a pivotal role in researching the benefits of beetroot juice for various conditions, including high blood pressure, and has contributed to over 300 studies since research began in 2008.
The brand’s involvement in these significant studies prompted Dr. Michael Mosley to visit the James White factory in 2023. This visit occurred during the filming of Channel 4’s ‘Michael Mosley: Secrets of the Big Shop’.
Commitment to the UK
“Our investment in the site shows our commitment to pressing in the UK and our support for organic farming across East Anglia,” Mallinson added.
In line with their expansion efforts, James White Drinks has launched an extension of their Beet It Organic Shot range, which now features three enticing flavors: Beet It Organic; Beet It Organic with Ginger; and Beet It Organic with Turmeric.
In related investment news, Arla Foods has commenced work on a new £179 million mozzarella plant at its Taw Valley Creamery in Devon.
Arla described this investment as ‘one of its largest ever’ in the UK, with plans to produce mozzarella in Devon by as early as 2027.
