Kim Kardashian Partners with Clean-Energy Drink Company Update as Co-Founder
Update, a clean-energy drink company initially introduced in 2022 by entrepreneur Daniel Solomons, is relaunching with Kim Kardashian onboard as a co-founder. The drink is made with paraxanthine, a caffeine derivative that offers a similar boost without the common side effects like jitters or crashes. Studies have shown paraxanthine to be a safer alternative and even enhance sports performance.
Kim Kardashian became a regular customer of Update in 2023, providing feedback on flavor, formulation, and packaging. This led to a partnership where Kardashian played a hands-on role in brand positioning and creative direction.
The relaunch of Update will see the drink available in over 4,000 Walmart stores starting on March 1, with plans for expansion to other national retailers. The launch will include five flavors: berry, grape, peach, mandarin, and pineapple.
Solomons mentioned that Kardashian’s deep understanding and consistent consumption of the product made her the perfect partner for building a focused and modern energy brand. This collaboration marks Kardashian’s entry into the food and beverage industry, following her investment in the truffle-infused brand Truff.
As co-founder of Update, Kardashian will focus on brand-building, product design, and consumer insight. The company aims to cater to a market where consumers are increasingly ingredient-aware and seek products that work in harmony with their bodies.
Despite being a relaunch, Solomons emphasizes that Update is not starting from scratch but building upon its existing foundation to create a stronger product with broader national distribution.