Tenzing, the award-winning natural energy drink and the only one operating at scale, has secured a minority investment from Heineken UK. The partnership will support Tenzing’s continued growth and foster collaboration through shared insights between the two companies.
The UK energy drinks market is now worth £2.2 billion and continues to grow at 6% year on year. Within this dynamic category, Tenzing has rapidly risen to become the fourth-largest functional energy drink in UK grocery. Founded in 2016 by entrepreneur Huib van Bockel -driven by a desire to offer a cleaner alternative to artificial energy drinks -Tenzing stands out with its 100% plant-based recipe, low calorie content, and real fruit ingredients.
Tenzing—born from a love of the outdoors and resonating with a generation tired of artificial energy—is fast becoming the go-to drink for climbers, runners, students, and the tech community. It’s the top choice in London’s universities and workplaces, from Google and WeWork to Depop, and has already claimed the No.3 spot among functional energy drinks in Tesco. Remarkably, it's the only top-10 brand made entirely from natural ingredients.
Under the agreement, Heineken UK will take a minority stake in Tenzing, which will continue to operate independently. The partnership will allow both companies to share valuable insights, while Heineken UK will provide Tenzing with limited distribution support through its convenience network.
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.”
Boudewijn Haarsma, Heineken UK Managing Director, 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.
