Tenzing to launch new energy drink flavour
The British Raspberry and Japanese Yuzu variant will launch in July and have “the same triple hit of natural caffeine, electrolytes and Vitamin C” contained in the original natural recipe, founder Huib van Bockel told Food Manufacture.
The brand was established in 2016 by the former Red Bull marketing director who believed in creating an energy drink that did not contain synthetic caffeine. The news coincided with the announcement of the roll out of its first ever four-pack in Asda stores nationwide at a recommended retail price of £4.49.
“We'd notice an increase in the number of people purchasing bulk orders online and so wanted to bring people a multi buy option in-store too", said van Bockel.
On 15 May, it announced partnerships with the Co-operative Retail Group and Morrisons and is already stocked in Tesco, Marks & Spencer, Sainsbury’s and Asda.
UK sourcing
“Being an environmentally conscious brand we are keen to source our key ingredients from the UK, like our sparkling water, raspberry juice from Scotland and our locally grown beet sugar,” Van Bockel said. “Other important functional ingredients like green coffee, green tea, Himalayan Rock Salt and Indian Gooseberries we ship in from abroad.”
The business has grown its team from five to 14 in the last year and is currently running a large-scale advertising campaign across London underground stations and buses, YouTube, Instagram and Facebook and in-store as Tenzing aims to continue “rapid growth” throughout 2019.
The energy drink was named in honour of Sherpa Tenzing Norgay, one of the first two men to scale Mount Everest, the world’s highest mountain.
