Natural energy drink brand Tenzing has appointed Cindy Tervoort as chief marketing officer.

Tervoort will join the business this summer, bringing experience from senior roles including global chief marketing officer at Britvic, chief marketing officer at Heineken UK and chief executive of Beerwulf.

Tenzing is currently looking to build on its momentum among students, climbers, runners and commuters, while pushing further into the mainstream energy drinks market.

The brand, which is built around natural caffeine, plant-based electrolytes and real ingredients, said it wants to reshape how consumers think about energy drinks by offering a product without artificial ingredients or a crash.

Tenzing founder Huib van Bockel said: “Cindy has led some of the biggest brands in the industry. She understands scale, but more importantly, how to build brands people truly believe in.

“We’ve proven that people want a better kind of energy. No artificial ingredients. No nonsense. Just real energy from nature.

“We’re already leading with key communities, from London students to climbers, runners and commuters, and breaking into the mainstream.

“Now, with Cindy, we’re ready for the next step, taking good energy to everyone. This is a big moment, not just for Tenzing, but for where the category is going.”

Tervoort said the energy drinks category had been “dominated by short-term thinking”, including quick fixes, artificial ingredients and “little regard for how it makes people feel”.

She added: “Tenzing is different. It delivers real energy, from natural ingredients, with a belief I live by. Life’s too good for bad energy, not just in what we drink, but in how we choose to show up and live.

“The opportunity now is to take that momentum and bring good energy to a much wider audience.”

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