{
  "id": 5575440,
  "title": "Podcast: Tenzing eyes “functional” benefits as next phase in UK energy-drinks push",
  "url": "https://urgent.news/2026/09/04/podcast-tenzing-eyes-functional-benefits-as-next-phase-in-uk-energy",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-04T14:37:24.000Z",
  "source": {
    "name": "Yahoo Finance",
    "slug": "yahoo-finance",
    "url": "https://finance.yahoo.com/energy/articles/podcast-tenzing-eyes-functional-benefits-143724302.html"
  },
  "original_language": "en",
  "account": "Tenzing is intensifying its approach to functional energy drinks, as founder Huib van Bockel highlights that merely being labeled natural is no longer enough to differentiate the brand in the fast-moving UK market. Earlier this year, London-based Tenzing launched a sub-range called Natural Energy+ to capitalize on consumer interest in beverages offering additional functional benefits. The initial Natural Energy+ product incorporated Lion's Mane, while a second SKU, Natural Energy +Focus, released in June, features magnesium, Sakura extract, and a triple tea blend that delivers L-theanine. Notably, the latter SKU has outperformed even Red Bull editions at the country's largest retailer, effectively transforming the brand and drawing in a new customer base. In an interview on The Just Drinks podcast, van Bockel, who established Tenzing ten years ago after leaving Red Bull, discussed the brand's strong position as the number three player in the UK energy drinks market in terms of value sales rate. Van Bockel asserted that while the brand is still outsold by brands like Relentless, which has the support of Coca-Cola, its sales rates in key markets, such as London grocery stores, remain significantly higher, securing Tenzing's third-place standing. The founder emphasized that the energy drinks category is no longer a two-horse race between Red Bull and Monster; instead, it has evolved into a three-horse race, with Tenzing representing the emerging \"better for you\" segment. During the podcast, van Bockel also touched on Heineken's minority investment in Tenzing since the beginning of the year and explained why the company continues to concentrate on the UK market. Additionally, van Bockel shared insights on distribution challenges and the rapid growth potential of the UK energy drinks market, which is now worth £3 billion in the UK. He remarked that \"everyone wants a piece of the energy drinks pie, it's the fastest-growing, and it's now past the colas.\"",
  "summary": null,
  "key_points": [
    "Tenzing focuses on functional benefits beyond natural label in UK market",
    "Natural Energy+ SKU with Lion's Mane leads sales, outperforming Red Bull",
    "Tenzing now third in UK energy drinks market by value sales rate"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}