TruBeet®
Water-soluble red beetroot (Beta vulgaris) extract made with a patented process and standardized to a high natural inorganic nitrate content, free of added nitrates and oxalates.
Supplier: Bio-gen Extracts. Positioned for: Energy & sports, Heart & circulation, Food & beverage formulation. Three published human studies with Loughborough University: endurance exercise (2022) and two vascular studies (2026); named Sports Nutrition Ingredient of the Year at NutraIngredients Asia Awards 2026.
How to merchandise TruBeet®
Where it sits
Sports nutrition, near pre-workout and endurance products.
Pair it with
- Electrolytes
- Protein powder
- Creatine
- Shaker bottles
- Heart-health products such as CoQ10 or omega-3
Who asks for it
Runners, cyclists and gym-goers looking at nitrate or beetroot products.
On the store floor
- It is made from red beetroot and standardized to its natural nitrate content.
- It has a neutral taste and dissolves in water, unlike many beet powders.
- Ask when they train and suggest they compare the nitrate amount per serving on each label.
Display idea
Show a whole beetroot or beet image next to the products to tie the extract back to the vegetable.
What a store can say about a product made with TruBeet® depends on that finished product's own licence or label in your market (for example a Health Canada NPN, US structure/function wording or EU authorised claims), so check it before describing uses.