How To Launch A Challenger Brand with Huib van Bockel of Tenzing

Huib van Bockel walked away from his role as Head of Marketing at Red Bull UK and Europe to attempt the impossible: launch a natural energy drink with 60% less sugar and zero artificial ingredients. Every manufacturer said it wouldn't work commercially. But by discovering unorthodox go-to-market paths and seizing unexpected opportunities, Huib built Tenzing into the third-largest energy drink in Tesco and the #1 brand in London universities and climbing gyms. In this episode, Stephen Morris explores how Huib's unconventional challenger brand strategy defied industry consensus and became a masterclass in finding market-fit through persistence and serendipity.

Former Red Bull marketer Hub Van Bockel tells the story of founding Tenzing, the low‑sugar, all natural ingredient energy drink inspired by Himalayan brews and named with the blessing of Tenzing Norgay’s family. The episode covers Huib's idea, starting-up, early business development and pivoting on flavour, building and growing with communities, retail partnerships, winning major listings (including Tesco, Waitrose, Sainsbury's, Morrisons, ASDA) and minority investment by Heineken.

Listen to this episode to find out:

• Why every soft drink from apple juice to Red Bull has 11% sugar — and why Huib refused to follow the formula
• The overlooked advantage small brands have that Coca-Cola and Monster can never replicate, no matter what they spend
• How Tenzing grew by embedding in communities and the next-generation for who believe that "run clubs are the new nightclubs"
• The winning go-to-market approach Huib wishes he'd used far more when starting out

 

Find out more about Tenzing, buy online:
https://tenzingnaturalenergy.com/

Connect with Huib on LinkedIn:
https://www.linkedin.com/in/huib-van-bockel-8454834/

 

Books mentioned and recommended in this episode (affiliate links): 

Daniel Kahneman ‘Thinking Fast and Slow’ 
https://uk.bookshop.org/a/15792/9780141033570

Richard Branson ‘Losing my Virginity’
https://uk.bookshop.org/a/15792/9780753519554

Phil Knight ‘Show Dog’
https://uk.bookshop.org/a/15792/9781471146725

 

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