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UK natural energy drink brand Tenzing is expanding beyond caffeine-led propositions with the launch of a new functional sub-range, as competition intensifies in the energy category and retailers seek clearer benefit-led innovation.

The company will roll out the Natural Energy+ range this month, starting with a Lion’s Mane variant designed to support focus and mental clarity, marking its first move into mushroom-based functionality.

The beverage, which comes ina Fiery Mango flavour, will launch nationwide in around 700 Tesco stores from today (9 February), with further distribution via Amazon, Tenzing’s direct-to-consumer channel and independent wholesalers.

A second variant in the Natural Energy+ range is scheduled for launch in April.

The move reflects growing demand for energy drinks positioned around specific functional outcomes rather than short-term stimulation, particularly among younger consumers seeking sustained energy, cognitive support and cleaner ingredient decks.

Lion’s Mane, a functional mushroom increasingly associated with focus and mental performance, has gained traction across supplements and nootropic beverages, but remains relatively new to the mainstream energy aisle.

Alongside the mushroom extract, the drink contains magnesium and vitamin D to support energy metabolism, and uses natural caffeine sourced from green coffee. The product is low-calorie and free from artificial ingredients, in line with the brand’s existing positioning.

Founder Huib van Bockel said the launch signals a strategic evolution for the brand. “The next generation expects more from energy drinks than a short burst of stimulation,” he noted. “They want energy that supports how they feel and perform throughout the day.”

For retailers, the range also introduces clearer on-pack functional signposting, as brands compete for shelf space in an increasingly fragmented energy market that spans performance, wellbeing and lifestyle use occasions.

The launch comes as established and challenger brands alike look to premiumise parts of the energy category through functional claims, natural credentials and sustainability messaging, while navigating regulatory scrutiny and consumer concerns around sugar and artificial additives.

Tenzing, founded in 2016, describes itself as the UK’s number one natural energy brand and is now stocked by all major UK grocery multiples. The company is a certified B Corp and was the first carbonated soft drink brand globally to introduce on-pack carbon footprint labelling.

Natural Energy+ Lion’s Mane will retail at £2.99 for a 500ml can.