How wellness marketing turned a vegetable into a potion

From time to time, the algorithm decides which will be the new elixir of eternal youth. He did it with him water with lemon, with coconut oil on an empty stomach, with shots of weed and with apple cider vinegar. Now it’s the beet’s turn. On TikTok and in wellness magazines is presented in format shot morning that promises energy, luminous skin, sports performance and—of course—preventing premature aging. But is it really the new miracle superfood or just another example of health marketing wrapped in scientific language?

All part of social networks. In just a few weeks, the so-called beet shots —the traditional beet shots—sneaked into the breakfasts of influencers and wellness devotees. The nutritionist Itziar Digón, in an interview with Vogueargued that this vegetable is “anti-inflammatory, improves circulation and helps prevent premature aging.” His recommendation was simple: a small glass, about 250 milliliters of blended raw beets every morning, to “activate the production of nitric oxide” and strengthen the immune system.

The proposal did not take long to go viral. On social networks, the story fit perfectly with that modern idea of ​​quick and natural health: a miraculous molecule, a morning gesture and an almost immediate effect. The nitrates in beets, enthusiasts explained, are transformed into nitric oxide, which relaxes blood vessels and improves oxygenation. In practice, it promised more fluid circulation, less inflammation and extra energy to start the day.

Under the promise. There is some truth behind fashion. Some studies —published in Frontiers in Nutrition either ScienceDirect— have seen that beet juice can slightly lower blood pressure or improve physical performance in certain cases, especially in athletes. Also Healthline explains that its red pigments, betalains, together with natural nitrates, provide a slight anti-inflammatory effect. Besides, according to WebMDthese compounds help reduce inflammation by removing reactive substances from the bloodstream and protecting cardiovascular health.

In short, beets are healthy, rich in fiber, vitamins and minerals, and have real benefits for blood pressure and vascular function. However, it is one thing to include it as part of a balanced diet and quite another to believe that a morning shot will rejuvenate the body or strengthen the immune system.

The other side The clinical studies are clear: there is no evidence that beets “prevent premature aging”, “reduce inflammation of the gut-brain” or “strengthen the immune system” directly. An essay collected in PubMed showed thatafter 13 weeks of regular consumption, no significant cognitive or metabolic improvements were observed.

There is also no scientific basis to claim that it “detoxifies” the body. As we have explained in Xatakadetoxification is a function carried out naturally by the liver and kidneys; It does not blend in a blender. And, as if that were not enough, excess beets can have unwanted effects. According to Healthlineits high oxalate content can increase the risk of gout in predisposed people. So no, not everything natural is harmless.

The pattern repeats. If the script sounds familiar, it is because we have already seen it with other express remedies. It’s not that beets don’t have benefits—they do—but because the discourse surrounding them exaggerates, simplifies, and generalizes. The mix of scientific jargon (“nitric oxide,” “microbiota,” “low-grade inflammation”) and aspirational testimonials builds an illusion of rigor that sells more than reality.

Behind the craze for morning shots is something deeper than a vegetable smoothie: a culture that seeks quick, instant, and visually shareable results. In an environment dominated by immediacy, well-being becomes contained; and the content, an emotional commodity.

The critical point. The beet is not the problem. The problematic thing is believing that well-being fits in a 250 milliliter glass. Incorporating it into your diet may be a good idea—because of its fiber, iron, and antioxidants—but it won’t magically make you age slower or make your cells work better.

So, if you really want to take care of your body, it’s better to stick to the usual things: eat a variety of foods, move, rest and not believe everything that shines magenta in your feed.

Image | FreePik

Xataka | Silicon Valley’s silent obsession is not AI: it is beating death