Posted Wednesday 7th May 2025
Joelson, the leading London law firm, has advised natural energy drink brand Tenzing on its recent minority investment from Heineken UK, marking a pivotal moment for the fast-growing company.
The deal represents Heineken UK’s first investment into the UK’s £2.2 billion energy drinks sector, which is expanding at a rate of 6% per annum. Tenzing, founded in 2016, has quickly risen to become the fourth-largest functional energy drink in the UK grocery market, known for its commitment to plant-based, low-calorie products made from real fruit.
The investment will enable Tenzing to maintain its operational independence while leveraging insights and distribution support from Heineken’s extensive network. The collaboration aims to enhance Tenzing’s market presence, particularly within the convenience channel, where Heineken will provide limited distribution assistance.
Tenzing’s unique origin story, inspired by energising teas used by Sherpas in the Himalayas, has made it a favourite among health-conscious consumers and professionals in urban centres and university campuses across the UK. As a certified B Corp using Rainforest Alliance-certified ingredients, Tenzing continues to lead with purpose.
The team at Joelson was led by Partner Paul Chiappe, Associate Harriet McDonald, Partner David Grossbard and Associate Alasdair McDowell who were all supported by Solicitor, Salma Seoudy and Graduate Apprentice Solicitor Hemma Jalif.
Huib van Bockel, Founder and CEO at Tenzing said:
“Thank you to Paul, Harriet and the rest of the team at Joelson. Their continued support and dedication were invaluable throughout the process, and this investment allows us to take on the energy drink giants while staying true to who we are as a company. We look forward to working with Joelson again in the future.”
Paul Chiappe, Managing Partner at Joelson, added:
“Congratulations to Huib and the rest of the team at Tenzing on their investment from Heineken. It’s fantastic to support another B Corp whose values align with our own. We have worked with Huib and Tenzing right from day one and we’re excited to continue to support them on the next phase of their journey.”
This article is for reference purposes only. It does not constitute legal advice and should not be relied upon as such. Specific legal advice about your specific circumstances should always be sought separately before taking or deciding not to take any action.
