UPDATE is relaunching its caffeine-free energy drink with Kim Kardashian as co-founder

Built to skip the overstimulation most energy drinks are known for.

Published on Feb 24, 2026 by Ash Read

Caffeine has always been the energy drink category’s default answer—and for decades, that meant more of it. Bigger cans, louder flavors, higher caffeine counts. UPDATE was built around a different premise: that feeling energized shouldn’t come with drawbacks.

Now, with Kim Kardashian joining as co-founder, the brand is making its biggest push yet.

Kim Kardashian has joined UPDATE as co-founder.

Why paraxanthine instead of caffeine

Instead of caffeine, UPDATE uses paraxanthine as its main ingredient, a naturally occurring compound that your body converts caffeine into.

When you drink caffeine, your body metabolizes it into several compounds, one of which is paraxanthine, the one responsible for the alertness and focus.

UPDATE uses paraxanthine directly, which means it can bypass the compounds associated with jitters, crashes, and overstimulation. For anyone sensitive to caffeine or tired of the spike-and-crash cycle, it’s a meaningful distinction.

What else is in it

Beyond paraxanthine, the formula includes three supporting ingredients: Alpha-GPC, a cognitive nutrient that supports mental clarity and focus during sustained effort; L-theanine, an amino acid that smooths stimulation and supports composure under pressure; and Vitamin B12 (as methylcobalamin), which supports nervous system function.

How the partnership came together

Today, UPDATE relaunches with Kim Kardashian joining as co-founder. Her involvement started in 2023 as a daily consumer, evolved into unsolicited feedback on flavor and formulation, and by mid-2025 had grown into a formal co-founder role covering product development, brand, and creative direction.

“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,” said Update CEO and co-founder Daniel Solomons.

Solomons explains the brand won’t be starting from scratch with their relaunch, but scaling what they’ve already built.

Where to buy

UPDATE returns in five flavors: Berry, Grape, Peach, Mandarin, and Pineapple. It’s available now at drinkupdate.com, with one box (12 cans) costing $35.88 and subscribers getting 10% off.

Variety packs will also hit 4,000+ Walmart stores on March 1, 2026, with additional major retailers following this spring.