Kim Kardashian is joining clean-energy drink company Update for its relaunch as a co-founder.
Update was initially introduced in 2022 by entrepreneur Daniel Solomons as a better-for-you energy drink made with paraxanthine, a derivative of caffeine that can provide a similar boost but without the jitters or crash. The body naturally converts caffeine to paraxanthine, and studies have found the ingredient to be a safer alternative that could enhance sports performance.
The brand says Kardashian became a regular customer of Update in 2023, placing large and consistent orders and offering “unsolicited feedback” on flavor, formulation and packaging. Those conversations evolved into a collaboration and partnership, with Kardashian becoming “hands-on” with brand positioning and creative direction over the past year.
Update relaunched online and will be made available in more than 4,000 Walmart stores on March 1, with a rollout to other national retailers later this year. The launch will include five flavors: berry, grape, peach, mandarin and pineapple.
“Kim was the right partner because she had already become a consistent daily consumer … and deeply understood what makes the product different,” Solomons said in an email 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.”
This isn’t Kardashian’s first foray into the food and beverage industry. Her private equity firm SKKY Partners acquired a “significant minority stake” in truffle-infused hot sauce and condiment brand Truff as its first investment in 2023. The brand has since expanded into oil, mayonnaise, pasta sauce and salt.
As co-founder of Update, Kardashian is tasked with brand-building, product design and consumer insight. The company didn’t disclose investor details.
The energy and broader better-for-you beverage market is shifting with consumers “more ingredient-aware than ever,” Solomons said, which made it the right moment to relaunch. Energy drinks are becoming more linked to wellness and sports performance, rather than as a party beverage.
“For years, the category has been defined by intensity: bigger cans, higher caffeine levels, and products that often create as many downsides as benefits,” Solomon said. “Today’s consumer still wants performance, but they increasingly expect energy that works with their body rather than against it.”
Despite being billed as a relaunch, Solomons said Update “isn’t starting from scratch; it’s scaling what we’ve already built.
“This phase isn’t a reset — it’s an evolution of what we’ve been building toward, with stronger product, stronger positioning, and the infrastructure to support national distribution.”
