In recent Kardashian news, Kim K has taken a new brand under her entrepreneurial belt. And this time, she’s working with a beverage brand.
In recent news, Kim Kardashian joins Update as the new co-founder. The energy drink brand is all about making caffeine-free drinks, and while the startup has existed for four years, Update‘s CEO and co-founder, Daniel Solomons, says that Kardashian has been a steady customer since 2023. According to the CEO, she began to offer feedback on the brand’s formula and packaging two years ago.
The beverage is supposedly a better-for-you energy drink made with paraxanthine, a derivative of caffeine that can provide a similar boost but without the jitters or the crash afterward. The body apparently naturally converts caffeine to paraxanthine, and studies have found that the ingredient is a safer alternative.
With the new partnership, Update relaunched online and will start to be available in more than 4,000 Walmart stores starting March 1, with a rollout to other national retailers later this year.
The flavors that customers can find include Berry, Grape, Peach, Mandarin, and Pineapple. According to the official description, “each drink is lightly carbonated for a smooth and clean finish.”
“Kim was the right partner because she had already become a consistent daily consumer… and deeply understood what makes the product different,” Solomons said to Food Dive. “As we aligned on the vision for building a focused, modern, intentional energy brand, it became clear she could play a meaningful role in shaping its future at scale.”
According to Solomons, the energy and better-for-you beverage market is shifting with consumers “more ingredient-aware than ever,” which made it the perfect moment to relaunch the brand. “For years, the category has been defined by intensity: bigger cans, higher caffeine levels, and products that often create as many downsides as benefits. Today’s consumer still wants performance, but they increasingly expect energy that works with their body rather than against it.”
Thankfully, this isn’t Kim Kardashian’s first rodeo with the food and beverage industry. She’s also been a part of the truffle-infused hot sauce and condiment brand, Truff, since 2023.
Customers should start seeing Update pop up around their local Walmart and other retailers at the beginning of March. And make sure to check back here to keep up with your favorite celebrity news.