The investment marks Heineken UK’s first in the energy drink market – a category which is worth £2.2bn in the UK, growing 6% year on year, NIQ data shows.1
The agreement will see Heineken UK invest with a minority stake (size of stake and investment sum not disclosed) in Tenzing which will continue to operate independently. Heineken UK will also offer the energy drinks brand some limited distribution through its network into the convenience channel.
Tenzing, which was founded in 2016 by Huib van Bockel, has quickly become the fourth largest functional energy drink in UK grocery2 and is the third most popular energy drink in Tesco.3
The business was born during van Bockel’s travels. During a trek through Nepal, he discovered the natural energising teas, used for generations in the Himalayas to scale the world’s highest mountains. Inspired, he reached out to the family of Tenzing Norgay – who famously climbed Everest alongside Sir Edmund Hillary – and formed a partnership with the Tenzing family.
According to Tenzing, it is the only natural energy drink at scale – 100% plant-based, low in calories, and made with real fruit.
Commenting, CEO van Bockel said: “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 UK 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.”
References
- NIQ, Total GB, Caffeinated Energy, Value Sales, P52W w/e 22/03/25
- NIQ, Grocery_Mults, Caffeinated Energy, Value Sales, P52W w/e 22/03/25
- NIQ, Total Tesco, Caffeinated Energy, Value Sales, P52W w/e 25/01/25
