Kim Kardashian is making a significant move in the beverage industry with the upcoming relaunch of the caffeine-free energy drink, Update. The 45-year-old entertainer and businesswoman joined forces with the brand, which is set to hit shelves in approximately 4,000 Walmart stores across the United States on March 1, 2024.
Originally launched in 2022, Update gained Kardashian’s attention in 2023, after she became an enthusiastic consumer and began offering “unsolicited advice” about the product. Her involvement with the brand has led to a refreshed marketing strategy and product formulation aimed at appealing to a broader audience.
Innovative Ingredients and New Flavors
Update differentiates itself from traditional energy drinks by utilizing paraxanthine, a compound the body naturally produces from caffeine, instead of caffeine itself. This method, according to a report by Forbes, minimizes the negative side effects often associated with energy drinks, such as jitters and crashes. Kardashian played a crucial role in redesigning the packaging to create a more serene aesthetic, moving away from a “masculine” look.
The relaunch will feature five flavors: berry, grape, peach, mandarin, and pineapple, with plans for more varieties to be introduced. Customers can currently pre-order a 12-pack featuring four of the flavors through Walmart.com. Kardashian expressed her enthusiasm for the brand’s future, stating, “2026 is really about expansion and evolution for us. This is only the beginning.”
A Focus on Wellness and Intentional Energy
Kardashian emphasized her personal connection to the product, noting how it aligns with her views on wellness and energy management. “I’m someone who moves at a really intense pace but still prioritizes focus, balance, and what I put in my body,” she remarked. The energy drink’s approach is designed to cater to consumers seeking a more sustainable and intentional energy source, contrasting sharply with the louder, more chaotic offerings in the market.
Kardashian was spotted with a can of Update earlier this year while filming her new Netflix project, “The Fifth Wheel.” The can she carried showcased the previous design, highlighting her longstanding support for the product.
As the beverage landscape evolves, Kardashian’s involvement with Update signals her commitment to promoting healthier alternatives in the energy drink sector. With an emphasis on quality and innovative flavors, the brand aims to resonate with consumers looking for a more mindful approach to energy.