Kayco, Bayonne, N.J., introduced its first line of craft functional beet beverages called Beetology. 

Beetology is a new line of organic, cold-pressed juices that offer “clean” attributes.

“The movement toward simple, easy-to-understand healthy ingredients is now in the mainstream,” says Charles Herzog, chief beetologist and vice president of new business development. “Beetology beverages contain no more than five ingredients – nothing but organic, natural, cold-pressed juice. We’re especially proud of their pure, farm-to-table pedigree. You can taste the difference with our juices—we use only the best of the best in order to offer perfectly crafted blends for a crisp and uniquely flavorful difference in every sip.”

Varieties include Beet + Lemon + Ginger, Beet + Veggie, Beet + Tropical Fruit, Beet + Berry and Beet + Cherry, and are 100% non-GMO, USDA-certified organic and Certified Fair Trade.

“Beetology is out to prove just how sweet and tasty this misunderstood root vegetable is,” Herzog says. “We travel the world to find the best tasting beets because we think that beet juice will be the next big craze since pomegranates.”

Beetology is packaged and shipped in six 8-ounce bottles per case for a suggested retail price of $3.99 per bottle.