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Tenzing, the UK-based natural energy brand, has announced a strategic expansion beyond its core caffeine-led portfolio with the launch of a new functional sub-range: Natural Energy+.

The rollout begins immediately with a Lion’s Mane mushroom variant, marking the brand's first foray into the burgeoning "nootropic" and functional mushroom category. The launch is designed to capitalise on intensifying competition within the energy aisle, where retailers are increasingly seeking innovation that offers clear, benefit-led outcomes beyond simple stimulation.

Targeting Cognitive Performance

The new range is positioned around "focus and mental clarity" rather than the short-term physical boost associated with traditional energy drinks.

The debut product features a Fiery Mango flavour and incorporates Lion’s Mane extract—a functional mushroom increasingly associated with cognitive performance. The formulation is further fortified with magnesium and Vitamin D to support energy metabolism, alongside natural caffeine sourced from green coffee.

Product Specifications:

• Format: 500ml Can

• RRP: £2.99 (positioning it at the premium end of the fixture)

• Key Ingredients: Lion's Mane, Natural Caffeine, Magnesium, Vitamin D

• Attributes: Low-calorie, free from artificial ingredients.

Strategic Evolution: Beyond the 'Buzz'

Huib van Bockel, founder of Tenzing, described the launch as a necessary evolution to meet the demands of younger demographics.

“The next generation expects more from energy drinks than a short burst of stimulation,” van Bockel noted. “They want energy that supports how they feel and perform throughout the day.”

For retailers, the packaging introduces clearer on-pack functional signposting to help consumers navigate an increasingly fragmented category that now spans performance, wellbeing, and lifestyle use occasions.

Commercial Rollout

The Natural Energy+ range launches nationwide today (9 February) in approximately 700 Tesco stores.

Distribution Channels:

• Major Retail: Tesco (700 stores initially).

• E-commerce: Amazon and Tenzing Direct-to-Consumer (DTC).

• Wholesale: Selected independent wholesalers.

Tenzing confirmed that a second variant in the Natural Energy+ range is already scheduled for launch in April.

Market Context

Founded in 2016, Tenzing describes itself as the UK’s number one natural energy brand. As a certified B Corp, the company continues to leverage its sustainability credentials—including on-pack carbon footprint labelling—alongside this new functional pivot to maintain its challenger status against major multinationals.