Story · Los Angeles
Kim Kardashian Plans To Shake Up The Energy Drinks Category With UPDATE Relaunch
Forbes reports on the relaunch of energy drink UPDATE, co-founded by Kim Kardashian, who stars in a viral satirical video campaign and a 'Focus Lab' pop-up on Melrose Avenue in Los Angeles. The brand aims to disrupt the $20 billion U.S. energy drink market by using paraxanthine, a clean caffeine metabolite, instead of synthetic caffeine, to provide smooth energy without spikes or crashes. The pop-up, executed by OBB BOLDED and Blue Revolver, allows visitors to experience the science behind the product. UPDATE joins a trend of functional, lower-caffeine, sugar-free beverages. Founder Daniel Solomons emphasizes science-first formulation, while Kardashian accelerates the brand's mission to redefine energy drinks.
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