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UPDATE, the functional beverage brand pioneering paraxanthine-powered energy has announced a major corporate relaunch alongside the appointment of entrepreneur Kim Kardashian as Co-Founder. The strategic partnership aims to redefine the modern energy drink category, moving away from high-caffeine "overstimulation" toward science-backed, sustained focus.

The brand overhaul coincides with a massive retail expansion. Beginning March 1, 2026, UPDATE will execute one of Walmart’s largest beverage rollouts to date, securing placement in more than 4,000 stores nationwide, with additional SKU expansions planned throughout the year.

The Paraxanthine Pivot

UPDATE is positioning itself as a disruptor in a category historically defined by "bigger cans, louder flavors, and higher caffeine counts." The brand’s core differentiator is its reliance on paraxanthine—the primary metabolite that the human body naturally forms from caffeine.

By utilizing isolated paraxanthine, UPDATE claims to deliver clear, balanced energy and cognitive focus while eliminating the negative side effects traditionally associated with synthetic or high-dose caffeine, such as jitters, crashes, and rapid heart rate.

From Consumer to Co-Founder: The Kardashian Strategy

The addition of Kim Kardashian to the executive team reflects a growing industry trend where high-profile cultural figures take active equity and operational roles in CPG brands, rather than serving as traditional paid spokespeople.

According to the company, Kardashian’s involvement evolved organically. After becoming a daily consumer in 2023, her team began placing bulk orders throughout 2024. During this period, Kardashian provided unsolicited feedback on flavour profiles, formulation, and packaging aesthetics. By mid-2025, she had transitioned into a formal co-founder role.

In her new capacity, Kardashian is heavily involved in:

• Product Formulation and Design: Refining the sensory and visual experience for the mass market.

• Brand Positioning: Steering the creative direction to align with the modern, high-performing consumer demographic.

• Cultural Relevance: Leveraging her brand-building expertise to position UPDATE as an "intentional wellness" product rather than a traditional extreme sports energy drink.

Daniel Solomons, CEO and Co-Founder of UPDATE (who originally launched the brand alongside the Hess Family), emphasised the strategic alignment of the relaunch.

"As we relaunch UPDATE, Kim’s role as co-founder has been instrumental," Solomons stated. "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 and continue challenging the status quo with products designed for clarity, control and everyday performance."

Market Context

The securing of 4,000+ Walmart doors marks a significant validation of UPDATE's "clean energy" proposition. As mainstream retailers look to optimise their beverage coolers with functional, better-for-you alternatives, UPDATE is leveraging its unique ingredient profile and A-list executive backing to capture shelf space from legacy energy drink incumbents.