How Tenzing Are Taking On Red Bull & Monster With The Good Energy Revolution, Ft. Huib van Bockel #29

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 companyWhy format tweaks can instantly supersede brand and propositionWhy the tough bits of founding a brand are often over-romanticisedScaling with outside investment, while staying mission‑ledHuib van Bockel: https://www.linkedin.com/in/huib-van-bockel-8454834/TENZING: https://tenzingnaturalenergy.com/Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/Haines: https://www.haines.partners/https://www.linkedin.com/company/hainespartners/https://www.instagram.com/youmeandcpg/