Kim Kardashian launches energy drink brand Update
Kim Kardashian has entered the energy drink market as co-founder of Update, rebranding and relaunching the product this week, reports BritPanorama.
Initially launched in 2020, Update gained Kardashian’s attention in 2023 when she became involved after trying it herself. The relaunch coincides with an engaging marketing campaign featuring a mock press conference where Kardashian reflects on her public persona and entrepreneurial journey.
During the launch, Kardashian quipped, “I didn’t pass the bar, I raised it,” highlighting her trademark blend of humor and resilience. The drink’s unique selling proposition is its use of paraxanthine, a compound produced by the body during caffeine metabolism, rather than traditional caffeine and sugar.
According to Update’s website, paraxanthine is associated with enhanced alertness, focus, and mental stamina, potentially offering a smoother energy experience compared to regular caffeine sources. It claims to provide benefits without the jitters or post-lunch energy slumps commonly associated with caffeine intake, boasting zero calories and no artificial additives.
The product’s rebranding features sleek, vibrant packaging that aligns with Kardashian’s aesthetic. The current flavours include berry, grape, peach, mandarin, and pineapple. While Update has been available in over 4,000 Walmart locations for six years, this revamped approach could elevate it both in awareness and sales, possibly paralleling the success of her other ventures like Skims.
User reactions on social media have been largely positive, with one commenting on Kardashian’s ability to turn negative criticism into a savvy business opportunity, while others expressed newfound interest in the drink.
Currently, Update is only sold in the United States, but plans are reportedly underway for international expansion, indicating Kardashian’s strategic vision for broadening the brand’s reach.
In the competitive landscape of energy beverages, Kardashian’s influence and marketing acumen could indeed provide the necessary momentum for Update to carve out its niche. The trajectory of Update will be worth monitoring as it navigates consumer preferences and market dynamics.
