The founder of Tauranga-based sports drink company R-Line has come up with a new product, Beetroot Blast, which aims to capitalise on the growing interest internationally in beetroot as a health drink for athletes.
"It's been the big new thing in sports nutrition for a while," said Phill Dromgool, who has built his business up in the crowded sports drink market with a range of electrolyte drinks promoted largely through event sponsorship, after launching the company in 2011.
Mr Dromgool said there was not a lot of beetroot-based drinks available in New Zealand, though some were being imported from Britain.
He managed to secure some samples of frozen beetroot concentrate from a New Zealand supplier this year.
"I didn't touch it for a couple of months. But when I finally got around to it, I was quite surprised, so I played around with it and got quite a palatable taste.