December 19, 2024 Industry news
Energy drinks are ubiquitous today. They provide millions around the world with fuel for a busy day, an extra burst of energy to power through a long night, or the stamina to conquer physical challenges. Yet, despite their popularity, these drinks have often been associated with synthetic ingredients, high sugar content and environmental concerns.
Enter Tenzing. Launched in 2016, the brand has disrupted the market by combining sustainability with a commitment to natural ingredients, all while drawing inspiration from the spirit of adventure. How did the brand achieve this? To find out more, we recently heard from Tenzing founder and CEO Huib Van Bockel.
It all started with a simple idea: to create a product that not only delivers clean energy but also respects the planet. Today, Tenzing has carved a niche for itself in the crowded energy drinks market thanks to its sustainable ethos, natural ingredients and connection to the adventurous spirit of mountaineer Tenzing Norgay.
Tenzing Norgay and the spirit of adventure
The story of Tenzing begins with one of the most legendary figures in mountaineering history – Tenzing Norgay, the Nepalese Sherpa who, along with Sir Edmund Hillary, became the first to reach the summit of Mount Everest in 1953.
Norgay’s indomitable spirit and connection to nature have inspired a generation of adventurers and his legacy forms the bedrock upon which the brand was built.
Huib was driven by the belief that Norgay’s legacy represents not just a physical feat, but an unwavering respect for nature and a commitment to exploring the world responsibly.
The brand’s vision was clear from the outset: to create an energy drink that was pure, natural and in harmony with the environment—much like the journey Norgay and Hillary undertook to conquer the world’s tallest peak.
Building the brand
The journey to create a product that aligns with this ethos was not an easy one. Energy drinks had long been associated with synthetic ingredients, excess sugar and artificial additives. Huib recognised that there was a gap in the market for a clean, natural energy drink, but creating one required extensive research and development.
Rather than relying on artificial caffeine, the company turned to natural sources of energy—green tea, guayusa (a leaf native to the Amazon), and Himalayan rock salt. These ingredients not only provided a sustained boost of energy, they also delivered a host of health benefits, including antioxidants and electrolytes that supported hydration. This focus on natural sources made Tenzing a truly innovative product in a market often dominated by synthetic energy drinks.
Guayusa, in particular, became one of the brand's defining ingredients. Native to the Amazon Rainforest, this plant is known for its caffeine content and the additional benefit of being rich in antioxidants and polyphenols, which promote both energy and focus. Paired with green tea extract, which is packed with yet more antioxidants, Tenzing created a drink that offers a cleaner, more balanced way to stay energized.
Sustainability at the heart
Tenzing’s commitment to sustainability is just as integral to its brand as its natural ingredients. From day one, the Huib made a pledge to create a product that would benefit not only consumers but also the planet. Sustainability, to Tenzing, is not a just marketing buzzword—it’s an inherent part of the brand’s DNA.
The company set out to reduce its environmental impact in every aspect of its operations, from sourcing raw materials to packaging. Thanks to a remarkably transparent and traceable supply chain, the ingredients used in Tenzing are all sustainably sourced. The company works directly with farmers in Ecuador, ensuring that the guayusa is grown in a way that supports both the environment and the local economy. This focus on sustainable and ethical sourcing ensures that Tenzing doesn’t just promise clean energy for its consumers, but also for the world.
In addition to sustainable sourcing, Tenzing is also committed to minimizing its carbon footprint. All Tenzing cans are made from 100 per cent recyclable aluminium and the company has made significant strides in reducing its use of plastic.
Packaging is carefully considered to minimise waste, and Tenzing has partnered with various organizations to offset its carbon emissions.
Tenzing’s commitment to sustainability extends to its production process. The brand has worked to ensure that the energy consumed in the creation of its products comes from renewable sources. It’s a holistic approach to sustainability, with a focus on long-term, meaningful impact.
Rapid expansion
Since its launch, Tenzing has expanded rapidly, becoming a beloved brand for those who crave a more natural and responsible approach to energy. The company has also remained focused on innovation, continuously developing new flavours and products that meet the needs of its growing consumer base.
One notable innovation has been the introduction of Tenzing’s “Clean Energy” range, which offers even more natural energy options with reduced sugar content and additional functional benefits. These innovations align with Tenzing’s broader goal of providing products that not only fuel the body but also support overall health and wellness.
The brand’s focus on sustainability and natural ingredients has resonated strongly with consumers who are increasingly concerned about the environmental and health implications of their food and drink choices. As a result, Tenzing has built up a a loyal following among the environmentally conscious, athletes and adventure enthusiasts.
A global movement
Tenzing’s commitment to natural ingredients, sustainability and adventure has not only led to commercial success. It has also positioned the brand as a leader in the growing movement of eco-conscious brands. The company has shown that it’s possible to make a meaningful impact by creating a product that respects the environment and supports local communities.
As the brand continues to grow, Tenzing is expanding its reach internationally with its products now available in various countries around the world. Its journey, inspired by Tenzing Norgay’s legendary ascent, has become a symbol of sustainable business practices and the power of nature.
