UPDATE, the paraxanthine-powered energy company, has announced a major brand relaunch in partnership with entrepreneur and cultural innovator Kim Kardashian, who joins as co-founder. Leveraging her expertise in brand building, product design, and consumer insight, Kardashian will help shape the next generation of science-based energy for the mass market. The relaunch coincides with one of Walmart’s largest beverage rollouts, with UPDATE launching in more than 4,000 stores starting March 1, 2026, and additional SKUs expanding throughout the year.
CEO and Co-Founder Daniel Solomons launched UPDATE with the Hess Family around a simple idea: energy should feel good and work with your body, not against it. Challenging an industry defined by excess caffeine and overstimulation, UPDATE uses paraxanthine—the compound the body naturally produces from caffeine—to deliver smooth, controlled energy without the crash, jitters, or intensity typically associated with traditional energy drinks. The result is clear, balanced, high-performance energy designed to support how the body naturally functions.
Kim Kardashian’s relationship with UPDATE began in 2023 through a shared interest in functional wellness and intentional energy. Drawn to the brand’s focus on sustained performance over overstimulation, she became a daily consumer in 2024, with her team placing consistent large orders. As a longtime user, Kardashian offered thoughtful, unsolicited feedback on flavor, formulation, packaging, and brand positioning—organically evolving from customer to collaborator.
By mid-2025, her involvement had deepened significantly, and she formally stepped into a co-founder role. Over the past year, she has been hands-on across product development, creative direction, and long-term strategy, helping redefine energy around focus, balance, and cultural relevance. CEO and Co-Founder Daniel Solomons credits her perspective and cultural instincts as instrumental in sharpening UPDATE’s vision to become the most trusted, science-backed energy brand on the market.
UPDATE relaunches today on drinkUPDATE.com in five flavors—Berry, Grape, Peach, Mandarin, and Pineapple—with Walmart’s largest beverage rollout beginning March 1, 2026 in more than 4,000 stores, followed by expansion to additional major retailers this spring.
