Why I Created Tilt Energy: A 6-Year Journey for Just Energy

It started with a can.

Like most people, I was just looking for an energy boost. Something to get me through work, the gym, uni — life. But the deeper I got into energy drinks, the more I realised what I was actually drinking: artificial sweeteners, fake flavours, colours, and ingredients I couldn’t pronounce. Stuff that gave me energy, sure — but also crashes, jitters, and gut issues.

I kept thinking: why isn’t there an energy drink that just gives you energy, without the rubbish?
That question turned into a 6-year obsession.

From idea to obsession — and over 300 formulations later…

I started researching ingredients, sweeteners, natural caffeine sources, and the science behind energy. I learned that a lot of the popular drinks on shelves were loaded with sugar or artificial sweeteners that could mess with your body over time. Even the ones labeled “zero sugar” came with trade-offs.

So I began formulating. I tested combinations of stevia, agave, natural flavours, citric acid, and more. I bought equipment, mixed batch after batch in my kitchen, and handed them out to mates for feedback. Some were terrible. Some were okay. Most ended up in the bin.

Eventually, I hit a version I thought was perfect. I canned it. I branded it. I got excited.

And then I realised… it still wasn’t good enough.

Starting from scratch — and crushing 5,000 cans.

Most brands would just launch and hope people wouldn’t notice. I did the opposite. I trashed 5,000 cans I wasn’t happy with because I didn’t want to put out a product I couldn’t fully back. I wanted Tilt Energy to actually be what I always wanted to drink:
A clean, refreshing, great-tasting energy drink that gave you a lift without the crash.

No shady ingredients. No artificial colours. No fake “health claims.” Just energy.

What Tilt Energy is — and what it isn’t

Tilt Energy is:

• 80mg natural caffeine (like a small strong coffee)

• Lightly sweetened with agave, stevia, and erythritol

• Flavoured with real fruit essences — no synthetic chemicals

• Designed to give you a clean, gradual rise in energy

• 100% authentic, made by someone who actually drinks it daily

Tilt Energy isn’t:

• Packed with sugar or nasty sweeteners

• Overloaded with synthetic vitamins you’ll just pee out

• Overhyped, overmarketed, or overengineered

• Made in a corporate boardroom

Why “Just Energy”?

Because that’s the point. Tilt isn’t trying to be a lifestyle, a personality, or a gimmick. It’s just a better way to feel energised — whether you’re in the gym, on-site, at a party, in class, or at your 9-5. It's for people who want a lift but care about what they’re putting into their body.

This is just the beginning.

We’re still small. We’re still growing. And we’re still documenting every step of the journey — from taste tests to feedback to design to launch. I want you to come on that ride with me.

Let’s shake up the energy drink game — one honest can at a time.

– Harry, Founder,