Tenzing Outsells Red Bull
Founder who left Red Bull 10 years ago now beats former employer in UK's largest retailer with £3bn market at stake
Tenzing, a UK-based energy drink company, has seen significant success with its Natural Energy+ sub-range, which focuses on functional energy drinks with added benefits. The company's Natural Energy+ SKU is outselling every Red Bull edition in the largest retailer in the UK, a major milestone for the brand.
The Natural Energy+ sub-range was launched to tap into consumer interest in drinks offering more functional benefits. The first Natural Energy+ drink features Lion's Mane, while the second SKU, Natural Energy +Focus, contains magnesium, Sakura extract, and a 'triple tea blend' that provides L-theanine.
Tenzing was founded by Huib van Bockel, who set up the company ten years ago after leaving Red Bull. The company has established itself as a major player in the UK energy drinks market, with a value rate of sales that puts it at number three in the market.
The UK energy drinks market is worth £3bn, and Tenzing is looking to differentiate itself in a rapidly evolving category. The company has received a minority investment from Heineken in the last year, which will help it to further expand its operations.
## Why it matters The success of Tenzing's Natural Energy+ sub-range is significant, as it shows that consumers are increasingly looking for energy drinks with functional benefits. The UK energy drinks market is highly competitive, with major brands like Red Bull and Monster dominating the market. However, Tenzing's focus on natural ingredients and functional benefits has helped it to establish a strong position in the market.
Tenzing's success is also a testament to the growing demand for healthier and more sustainable food and drink options. As consumers become more health-conscious, they are looking for products that not only taste good but also provide additional benefits. Tenzing's Natural Energy+ sub-range is well-positioned to meet this demand, with its focus on natural ingredients and functional benefits.
## What happens next Tenzing will look to build on the success of its Natural Energy+ sub-range, with further product launches and expansion into new markets. The company has a small presence in a limited number of international markets, but remains focused on the UK market for now. With its strong position in the UK energy drinks market and its focus on functional benefits, Tenzing is well-placed for further growth and success.
