Tenzing

Sometimes, to create something new, you have to leave something big behind. That's the story of Huib van Bockel, who left his role as Head of Marketing at Red Bull to start a different kind of energy drink company. In 2016, he founded TENZING, a natural, plant-based energy drink. The idea came after he learned about a Himalayan tea recipe used by Sherpas for energy during their expeditions. The company is named in honor of Tenzing Norgay, one of the first two men to summit Mount Everest. Van Bockel even met with Norgay's family, who shared stories of his ambition and connection to nature, which became the brand's guiding principles. Unlike traditional energy drinks with artificial ingredients, TENZING uses natural caffeine from green coffee beans and contains significantly less sugar. This approach created a new category of 'natural energy' drinks. The playbook was different from the start. Instead of a massive launch, the company focused on gradually building its presence. Its commitment to the environment is central to its identity, funding projects like installing bins in Nepal and conducting pollution research. This focus on sustainability and natural ingredients resonated with consumers. By 2022, TENZING had become the third-largest functional energy drink in UK grocery stores and was available in all major UK supermarkets. In a significant move to fuel further growth, TENZING sold a minority stake to beverage giant Heineken, aiming to expand its distribution and marketing efforts.