Kim Kardashian named co-founder of healthier energy drink brand
Kim Kardashian has joined the clean-energy drink brand Update as a co-founder, helping guide the company through its relaunch.
Originally launched in 2022 by entrepreneur Daniel Solomons, Update is a “better-for-you” energy drink featuring paraxanthine, a caffeine derivative that provides a boost similar to caffeine but without jitters or a crash. The ingredient, naturally produced when the body metabolizes caffeine, has been studied as a safer alternative that may enhance sports performance. Kardashian became a regular consumer of Update in 2023, placing frequent orders and providing feedback on flavors, formulation, and packaging. Those interactions evolved into a partnership, with Kardashian taking a hands-on role in brand positioning and creative direction over the past year.
The relaunched Update will be available online and in over 4,000 Walmart stores starting March 1, with additional national retailers to follow later in the year. The line will feature five flavors: berry, grape, peach, mandarin, and pineapple. Solomons said Kardashian was a natural partner because of her daily use of the product and her understanding of what sets it apart.
This marks Kardashian’s second major investment in the food and beverage space. Her private equity firm, SKKY Partners, previously acquired a minority stake in truffle-infused brand Truff, which has since expanded into oils, sauces, and condiments. As co-founder of Update, Kardashian will focus on brand development, product design, and consumer insights.
Solomons noted that the energy and wellness drink market is shifting toward ingredient transparency and performance-focused products. “For years, the category was defined by intensity: bigger cans, higher caffeine, and products that often created as many downsides as benefits,” he said. “Today’s consumers want energy that works with their body rather than against it.” The relaunch builds on the brand’s existing foundation, scaling its product, positioning, and infrastructure for national distribution.
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