The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on shelf and in culture.
But there’s a new wave of brands disrupting the category.
Tenzing - like their Everest-conquering sherpa namesake – are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory.
With a pointed perspective that ‘life is too good for bad energy’, Tenzing are tackling artificial ‘big energy’ head-on with 100% natural ingredients, low calories, and simply put, no junk.
And not so coincidentally, their founder is ex-Red Bull.. Jamie Holtum recently sat down with Huib Van Bockel to talk all things good energy. Don’t miss out on the conversation.
Here’s what we discussed:
Why life is too good for bad energy - unpacking the Tenzing ‘good energy mantra’
How to truly adopt a challenger mindset in a big company
Why format tweaks can instantly supersede brand and proposition
Why the tough bits of founding a brand are often over-romanticised
Scaling with outside investment, while staying mission‑led
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