Kim Kardashian Joins UPDATE as Co-Founder
UPDATE is getting a refresh.
What’s happening: The better-for-you energy drink maker announced Kim Kardashian as a co-founder ahead of its relaunch and Walmart rollout.
Updated. Formulated with caffeine metabolite paraxanthine, UPDATE aims to take on a common but understated side effect in the energy category: overstimulation.
Kardashian, who previously collabed with Celsius-owned Alani Nu, will tap personal experiences with the brand to steer product and creative, positioning UPDATE as the leader in jitter-free intentional focus.
Working as a partner through 2025, UPDATE co-founder and CEO Daniel Solomons believes Kardashian brings cultural relevance to a needed shift:
“Her perspective on purposeful energy and her instinct for what resonates culturally have sharpened our long-term vision for the brand. Looking ahead, our focus is simple: build the most trusted, science-backed energy brand on the market.”
Market moment. A $16B market, per Circana, energy drink sales have been climbing YoY. With consumers increasingly factoring clean, low-sugar, and functional messaging into purchasing decisions, UPDATE is thinking beyond caffeine content.
Looking to differentiate, drinks with paraxanthine, functional mushrooms, yerba mate, and ketones are emerging as alternative energy with benefits.
Looking ahead: With Kardashian at the helm of its refresh, UPDATE aims to stand out in the growing market, hitting mass retail shelves with mainstream appeal.
