For Craig Van Horn, the conundrum of trying to stomach something with proven health benefits but not the most appealing taste has turned into a business opportunity.
Van Horn and his partners launched a company called Unbeetable that sells a drink made predominantly of beetroot juice â€” a substance that excites the palates of few Americans.
Until developing his companyâ€™s product, Unbeetable Performance Drink, Van Horn was no fan of the juice himself.
â€œI did not like beets,â€ he said. â€œI went and bought a competitorâ€™s product and almost threw up.â€
But when he got involved with a group that could make a beverage that had all the health benefits of other beetroot juice drinks while tasting like something people would want to drink, Van Horn was sold.
You can get yourself a sample of Unbeetable on Amazon.