Heineken UK has moved into the expanding energy drink market by taking a minority stake in TENZING, a natural ingredients-focused beverage founded in 2016 by former Red Bull executive Huib van Bockel.
Financial terms of the deal were not revealed, but the investment will be used to support the growth of TENZING and 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. TENZING has quickly become the fourth largest functional energy drink in UK grocery stores, with its plant-based drinks that are low in calories and made with real fruit and no artificial additives. It is already the No.3 functional energy drink in Tesco and the only one in the top 10 where the ingredients are sourced from nature.
TENZING will continue to operate independently, with Heineken UK offering the brand some limited distribution through its network in the convenience channel.
Van Bockel, who remains the company’s CEO, commented: “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, added: “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.”
