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Kim Kardashian has joined clean energy drink company Update as a co-founder for its relaunch.
Update was first introduced by entrepreneur Daniel Solomons in 2022 as a better energy drink made with paraxanthin, a caffeine derivative that can provide a similar boost but without the jitters or crashes. The body naturally converts caffeine to paraxanthin, which studies have shown May be a safer alternative It could be so improve sports performance.
According to the brand, Kardashian has become a regular customer for the 2023 update, placing large, ongoing orders and providing “unsolicited feedback” on flavors, formulations and packaging. These conversations have evolved into collaborations and partnerships over the past year, with Kardashian ‘hands-on’ with the brand’s positioning and creative direction.
The update has been launched again online and will be available in more than 4,000 Walmart stores starting March 1, with other national retailers expected to roll out later this year. The launch will include five flavors: Berry, Grape, Peach, Mandarin, and Pineapple.
“Kim was the right partner because she was already a consistent daily consumer and had a deep understanding of what makes our products different,” Solomons said in an email to Food Dive. “As we align our vision to build a focused, modern and intentional energy brand, it has become clear that she can play a meaningful role in shaping our future at scale.”
This isn’t Kardashian’s first foray into the food and beverage industry. SKKY Partners, a private equity fund she runs, acquired a “significant minority stake.” Truff, a hot sauce and seasoning brand filled with truffles With its first investment in 2023, the brand expanded since Oil, mayonnaise, pasta sauce, salt.
As co-founder of Update, Kardashian is responsible for brand building, product design, and consumer insights. The company did not disclose investor details.
Solomons said the market for energizing, better-for-you beverages was changing as consumers became “more aware of ingredients than ever before” and that this was the right moment to relaunch. Energy drinks are more closely associated with wellness and sports activities than party drinks.
“For years, this category has been defined by strength: larger cans, higher caffeine content, and products that often produce as many downsides as upsides,” Solomon said. “Today’s consumers still want performance, but they increasingly expect energy to act on the body rather than against it.”
Despite being advertised as a relaunch, Solomons said the update “isn’t about starting from scratch, it’s about expanding on what we’ve already built.”
“This step is not a reset. This is an evolution of what we have been building with a stronger product, stronger positioning and an infrastructure that supports national distribution.”
