New York, NY – February 24, 2026 – UPDATE, the company pioneering paraxanthine-powered energy, announces a major brand relaunch in partnership with entrepreneur and cultural innovator Kim Kardashian, who joins as co-founder to help redefine what modern energy should feel like. Bringing her expertise in brand building, product design, and consumer insight, Kardashian is helping shape the next generation of science-based energy for the mass market. The relaunch also comes as UPDATE prepares for one of Walmart's largest beverage rollouts to date, with more than 4,000 stores set to carry the brand beginning March 1, 2026 with additional SKUs expanding throughout the year.
CEO and Co-Founder Daniel Solomons first launched UPDATE alongside the Hess Family with a simple belief: energy should feel good and it should work with your body, not against it. The energy category has historically centered around intensity: bigger cans, louder flavors, and higher caffeine counts, reinforcing the belief that performance must come with downsides. UPDATE challenges that assumption.
UPDATE shifts energy from overstimulation to intentional focus by using paraxanthine, the compound your body naturally forms from caffeine, to deliver smooth and controlled energy grounded in how the body is designed to function. This groundbreaking ingredient eliminates the crash, jitters, and overstimulation traditionally associated with caffeine. The result is clear, balanced, high-performance energy.
A Partnership Built on Intention
Kim Kardashian's relationship with UPDATE began in 2023 through a shared interest in functional wellness and intentional energy. As someone who moves at an intense pace while prioritizing focus, balance and what she puts into her body, Kim was drawn to UPDATE's approach to focused energy designed for sustained performance rather than overstimulation.
What started as personal intrigue quickly became part of her daily routine. In 2024, Kim's team continued to place large and consistent orders, becoming a consistent, daily consumer. As a long-time consumer of the product, Kim began offering thoughtful, unsolicited feedback on flavor, formulation, packaging, and how the brand could better serve modern, high-performing consumers. These conversations evolved organically into deeper collaboration, which in turn led to a partnership.
By mid-2025, it was clear she wasn't just a customer or advisor but was already shaping UPDATE's future, ultimately stepping into a formal co-founder role to help redefine energy around focus, balance, and cultural relevance. Over the past year, she has been hands-on across product formulation, brand positioning, creative direction, and long-term vision, reflecting her commitment to building the next generation of intentional, disciplined, real-world energy.
Kardashian's hands-on involvement reflects her commitment to shaping a new standard of intentional, functional energy.
"As we relaunch UPDATE, Kim's role as co-founder has been instrumental. 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. This moment is a major milestone for the brand and the business, but we've got big plans together – and we're just getting started."
- Daniel Solomons, CEO & Co-Founder
UPDATE relaunches today at the link below in five signature flavors: Berry, Grape, Peach, Mandarin, and Pineapple. Walmart's biggest beverage debut follows on March 1, 2026 with exclusive variety packs in 4,000+ stores, plus expansion to additional major retailers this spring.
About UPDATE
UPDATE is a next-generation, science-based energy brand co-founded by Daniel Solomons in June 2022, alongside the Hess Family, and joined by Kim Kardashian as co-founder in 2026. Built around paraxanthine, the compound your body naturally converts caffeine into, UPDATE is made for modern consumers who want sustained performance without the tradeoffs. Designed for everyday life, it reframes energy as intentional and controlled, supporting focus and performance without overstimulating the body. UPDATE's energy drinks are available at the link below and debut in Walmart stores nationwide on March 1, with broader distribution expanding across major retailers later this year.
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