Functional beverage brand UPDATE is entering a pivotal growth phase, unveiling a comprehensive brand refresh while announcing that global entrepreneur and media personality Kim Kardashian has joined as co-founder.
The announcement coincides with a major retail breakthrough: beginning March 1, 2026, UPDATE will roll out in more than 4,000 stores of Walmart nationwide. The launch marks one of the retailer’s largest beverage expansions in recent years and signals growing confidence in functional, next-generation energy formats.
Betting on Paraxanthine Over Caffeine
Founded in June 2022 by CEO Daniel Solomons with backing from the Hess Family, UPDATE was built around a differentiated premise — delivering the performance benefits typically associated with caffeine, without caffeine itself.
Instead, the drink is powered by paraxanthine, the primary metabolite the body produces when breaking down caffeine. By delivering this compound directly, the brand positions itself as offering smoother, more sustained energy without the jitters, crashes, or sleep disruption often linked to high-caffeine beverages.
The formulation also aligns with broader wellness trends: zero sugar, zero calories, and no artificial flavors or colors — attributes increasingly valued by health-conscious consumers navigating the booming energy category.
Kardashian’s Strategic Role
Kim Kardashian’s involvement evolved beyond a typical endorsement. After being introduced to the product in 2023, she became a regular consumer, citing the formula’s sustained focus without overstimulation. As engagement deepened, she began contributing feedback on flavor profiles, packaging aesthetics, and long-term brand positioning.
By mid-2025, the collaboration formalized into a co-founder role. Her influence is reflected in UPDATE’s recent visual overhaul and sharpened positioning toward ambitious, performance-driven consumers seeking cleaner energy solutions.
A Massive Retail Inflection Point
The upcoming Walmart rollout places UPDATE squarely into mainstream visibility. Securing distribution across more than 4,000 stores within four years of launch underscores both retailer confidence and the accelerating demand for alternatives to traditional, high-stimulant energy drinks.
Consumers will find the refreshed cans available in five core flavors: Berry, Grape, Peach, Mandarin, and Pineapple.
As the functional beverage sector continues to expand — driven by ingredient transparency, mental performance claims, and reduced caffeine intake — UPDATE’s paraxanthine-based proposition positions it as a challenger brand with both scientific differentiation and celebrity-powered reach. With Walmart scale and Kardashian’s cultural influence behind it, 2026 could mark a defining year in the evolving energy drink landscape.
