Beets frequently appear in sports nutrition products because they’re naturally high in nitrates, which oxygenates the blood and promotes muscle recovery, says Ilana Orlofsky, marketing manager at Niles, Ill.-based Imbibe. “One brand, Beet-It, centered their whole identify around fitness and beets, and offers a variety of beet-based products including shots and nutrition bars,” she says.

Instagram posts have increased 128 percent since Imbibe started watching the beet hashtag last August. “Beetroot lattes have contributed to the growth,” she explains. “ . … Fruit and veggie juices, drinkable soups and beverages that value natural sources of color are highlighting beets as an ingredient.” Shrubs, or drinking vinegars, are an emerging category that may benefit from incorporating beets, she adds.

Read the full article in Beverage Industry.