Sibelius launches UpBiet beetroot ingredient, targeting brain and endurance categories

18 May 2022 --- UK-based company Sibelius Natural Products is expanding its product portfolio with the launch of UpBiet, targeting fatigue, cerebral blood flow and endurance with a clinically proven source of beetroot juice crystals. 

Melina Saoulidou, digital marketing assistant at Sibelius Natural Products tells NutritionInsight: “Sibelius: UpBiet can be incorporated in a wide range of formats such as drinks, gels, powders, jellies and shot pots.”

The nitrate-rich ingredient appeals to those looking for a mental boost, she explains. “There is a great interest from those seeking a mental and energy boost through to athletes after physical stamina enhancement.”

Sibelius says its products increase consumers’ health span through the use of natural ingredients. The company highlights that natural ingredients can contribute toward healthy aging. According to an oral microbiome study, beetroot juice has been found to boost brain and heart health in senior citizens.Beetroot is known for its natural sugar content and pigmented juices. (Credit: Polina Tankilevitch)

Fatigue emerges as major target complaint
Saoulidou explains the COVID-19 global pandemic has shifted market demands toward supporting mental wellness.

“The COVID-19 global pandemic has left many people experiencing fatigue. A shift toward natural, chemical-free food has been clearly evident in the market with people becoming more conscious about healthier lifestyles and nutrition.”

She continues: “In addition, the demand for nutraceuticals and energy boosting foods has skyrocketed across the world as people are seeking to regain their energy.”

Notably, Saoulidou highlights, beetroot has high energy potential and nutrition content. According to her, beetroot is rich in sugars, iron, vitamins C and B, potassium, carotenes and soluble or insoluble dietary fiber. 

“Of particular interest is the high level of nitrate that beetroot contains. Through conversion to nitric oxide in the body, this results in a relaxation and widening of blood vessels to increase blood flow and reduce blood pressure, with clear benefits to cardiovascular health as well as sports performance,” she explains.

Scientific knowledge as a business strategy
Sibelius leverages building modern scientific evidence as a part of its strategy to boost consumer knowledge about their choice of supplements and the qualities of products like UpBiet.

More companies are jumping on the booming beetroot space. Recently, Garden of Life unveiled its own beetroot powder gummy supplements targeting heat and liver health. This year at Vitafoods Europe, NutritionInsight spoke to representatives from Gelita about its up-and-coming solutions within the booming gummy supplement category.

Beets are also being eyed for their natural sugar content, with companies like Galam injecting US$30 million into a new production plant to produce its GOFOS fruit oligosaccharide, made from beetroot sugar.

Edited by Olivia Nelson