TENZING, the award-winning natural energy drink and only natural energy drink at scale, has secured investment from Heineken UK for a minority stake in the brand. The investment will see TENZING receive support throughout its ongoing growth, and will create a working relationship that will leverage insights across both companies.
The energy drinks category is worth £2.2bn in the UK, growing 6% year on year, in which TENZING has quickly become the fourth largest functional energy drink in UK grocery. The brand, which was formed in 2016 by entrepreneur Huib van Bockel after becoming disillusioned with the artificial energy drinks dominating the market, is a refreshing alternative to artificial energy drinks, as it is 100% plant-based, low in calories and crafted with real fruit.
TENZING, rooted in the outdoors and fast becoming the go-to for a generation fed up with artificial energy, is the favourite energy drink among climbers, runners, students, and the tech crowd – and the top choice in London’s universities and offices, from Google and WeWork to Depop. It’s already the No.3 functional energy drink in Tesco, the UK’s largest supermarket, and the only one in the top 10 where the ingredients are sourced from nature.
The agreement will see HEINEKEN UK invest with a minority stake in TENZING which will continue to operate independently, with both businesses able to gain valuable insights from each other. HEINEKEN UK will offer TENZING some limited distribution through its network into the convenience channel.
TENZING CEO Huib Van Bockel says: “TENZING has been built by a dedicated team, united by a clear mission: to change the energy drink game for good. We’re proud to be a certified B Corp, use Rainforest Alliance ingredients, and were the first soft drink in the world to carbon label. In just a few years, we’ve become a serious player—without ever compromising our values.
“To take on the energy giants, we looked for a partner who could help us scale while staying true to who we are. We had interest from several global players but chose HEINEKEN because they share what matters most: a belief in craft, natural ingredients, and building brands around community. They’re a family business that backs bold ideas and challenges the status quo. We’ll learn from them—but it’s still that same team, running TENZING independently.”
HEINEKEN UK Managing Director, Boudewijn Haarsma says: “This is an incredibly exciting step for us. Next to developing and stretching the beer and cider categories, which remain core to us, we are keen to selectively invest in growth markets beyond these. We’re proud to partner with a certified B-Corp company, one that has strong values, a clear vision for the category and is totally committed to a product that is better for the consumer. It is HEINEKEN UK’s first investment into the rapidly growing energy drinks market, and we look forward to sharing valuable lessons and insights, as we help grow the TENZING brand together.”
The investment sum and size of stake is not disclosed.
