The entrepreneur is stepping into the functional energy drink market as Update prepares for a major rebrand and nationwide Walmart rollout, anchored by its paraxanthine-based formula designed for sustained, crash-free energy
Kim Kardashian’s entrepreneurial endeavors are now extending into the functional beverage market, joining energy drink brand Update as co-founder as part of its relaunch and rebrand.
The brand is re-entering the market with plans for a major Walmart beverage rollout, as more than 4,000 stores are set to carry Update’s drinks beginning March 1, 2026.
Kardashian’s relationship with Update goes back to 2023, when she was originally drawn to its marketing as focused energy designed for sustained performance rather than the overstimulation that often comes with a large dose of caffeine.
That promise hinges on Update’s paraxanthine-based formula, which is the primary metabolite your body naturally forms from caffeine, resulting in a more stable and controlled energy without the crash and jitters.
The drink has clearly worked well for Kardashian, as the brand found her team placing larger and more consistent orders.
Soon, she offered the brand feedback on flavor, formulation and packaging, with conversations growing into deeper collaboration on how the brand could better serve modern, high-performing consumers, ultimately leading to the partnership and Kardashian entering the co-founder role in mid-2025 to support brand positioning, creative direction and long-term vision.
“As we relaunch Update, Kim’s role as co-founder has been instrumental. Her perspective on purposeful energy and her instinct for what resonates culturally have sharpened our long-term vision for the brand,” said Update CEO and co-founder Daniel Solomons.
“Looking ahead, our focus is simple: build the most trusted, science-backed energy brand on the market and continue challenging the status quo with products designed for clarity, control and everyday performance,” he added. “This moment is a major milestone for the brand and the business, but we’ve got big plans together – and we’re just getting started.”
Update is now available in five signature flavors: berry, grape, peach, mandarin and pineapple.
Kardashian has continued innovating in the fitness and wellness industry, recently entering the activewear category with the launch of NikeSkims to draw in more female consumers traditionally gravitating towards Vuori, Alo and Lululemon.
Time will tell if Kardashian’s foray into the booming energy drink category will pay off, with other prominent celebrities like Alex Cooper shifting into the functional energy market as demand rises.
