The business venture of Kim Kardashian is shifting lanes into a different wellness market. She will be a co-founder of the newly re-launched energy drink company Update which uses paraxanthine as a replacement for caffeine. Update will be available in 4,000 Walmart’s across America starting March 1, and through Internet sales direct to consumers.
As a successful influencer in the fashion, beauty, and lifestyle categories, Kim is not taking this lightly; she has an equity stake in Update and is entering a marketplace that is currently worth $50 billion globally and, at the same time, is experiencing growing concerns related to health, and consumer fatigue connected to sugar and caffeine crashes.
From Hiatus to Relaunch
Update first debuted in 2022 but paused operations for a product overhaul. The company now returns with reformulated ingredients and a high-profile co-founder.
According to brand statements, Kardashian began using the drink in 2023 and provided product feedback before taking an ownership stake. The 2026 relaunch positions Update as a “clean energy” alternative aimed at gym-goers, professionals and consumers seeking steady focus without jitters.
The product will launch in 350 ml cans across five flavours:
• Berry
• Grape
• Peach
• Mandarin
• Pineapple
Distribution includes Walmart’s nationwide footprint and direct-to-consumer sales via Amazon and the brand’s website.
Why Paraxanthine Is the Talking Point
The biggest shift is the replacement of caffeine with paraxanthine.
Paraxanthine is the primary metabolite produced when the body breaks down caffeine. In simple terms, when you drink coffee, your body converts much of that caffeine into paraxanthine. Update markets this compound as delivering smoother energy with fewer side effects.
Each 350 ml can contains 300 mg of paraxanthine. For comparison, the U.S. Food and Drug Administration considers up to 400 mg of caffeine per day generally safe for healthy adults. Since paraxanthine is closely related to caffeine, the dosage raises important consumer questions about tolerance and daily intake.
The brand claims reduced jitters and less of an energy crash compared to conventional caffeinated drinks. Early research suggests paraxanthine may place less strain on the cardiovascular system than caffeine, though long-term human data remains limited. Health authorities continue to monitor emerging functional ingredients closely.
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Kardashian’s Expanding Business Portfolio
Kardashian’s move fits into a broader pattern of lifestyle diversification.
Her shapewear brand SKIMS was valued at $4 billion in 2023. According to Forbes estimates, her net worth in 2026 stands at around $1.7 billion. Past collaborations in the beverage category include Kimade, a 2023 partnership with Alani Nu that reportedly sold out multiple times.
Her businesses consistently target aspirational consumers while maintaining mass accessibility through large retail partnerships.
The Update relaunch aligns with her expanding fitness narrative, especially after the NikeSkims activewear collaboration.
The Celebrity Beverage Playbook
Celebrity-backed drinks are no longer fringe experiments. Logan Paul’s Prime reportedly generated $250 million in sales within its first year. Functional soda brand Olipop has crossed major valuation milestones. Influencer-led beverage launches are now mainstream.
The difference lies in positioning. Prime leaned heavily on sports hydration marketing. Update is emphasizing cognitive clarity and wellness aesthetics.
The strategy also leverages Kardashian’s 360 million Instagram followers, offering instant awareness without traditional advertising overhead.
However, celebrity visibility alone does not guarantee repeat sales. Taste, pricing and consumer trust ultimately determine longevity.
Health Scrutiny and Regulatory Landscape
Functional beverages face increasing oversight globally.
Energy drinks have been criticized for high caffeine content, particularly among younger consumers. The introduction of paraxanthine places Update in a relatively new regulatory conversation. While related to caffeine, it is less familiar to consumers and policymakers.
Experts recommend limiting intake to one can per day unless advised otherwise by a healthcare provider. Individuals with heart conditions, anxiety disorders or sensitivity to stimulants should consult doctors before trying new stimulant-based drinks.
Brands in this space now walk a fine line between innovation and safety transparency.
For Buyers Considering Update
Before trying the drink, consumers should keep a few points in mind:
• Review stimulant tolerance carefully
• Avoid combining with multiple coffee servings
• Monitor personal response to paraxanthine
• Consider long-term dietary balance
Functional drinks supplement energy but do not replace sleep, hydration or nutrition.
Market Impact
Immediate visibility into the distribution chain system of Walmart will determine if a beverage brand will be able to scale throughout the nation with major national retailers.
There are a number of competitors watching how well functional drinks grow each year (currently about 15%) due to the increasing focus on wellness and health-conscious purchasing by Millennials and Gen Z consumers.
The undisclosed equity interest of Kardashian, in kind, may substantially help to appreciate the value of that brand if their initial sales are successful. Future phases may also include expansion into Asia Pacific markets, potentially India.
Final Thoughts
The relaunch of Update represents more than another celebrity product. It signals a shift toward alternative stimulants and functional ingredients within mainstream retail.
Whether paraxanthine becomes a lasting category disruptor or remains a niche compound will depend on clinical research, regulatory clarity and consumer experience.
For now, Update stands as one of the most high-profile tests of the next generation of energy drinks.
