What’s happening
Update announced a major relaunch with Kim Kardashian joining as a co-founder, positioning the brand for its biggest distribution moment yet.
The core positioning
Update is built around paraxanthine — the compound your body naturally converts caffeine into — and sells itself as “energy without the tradeoffs,” aiming to reduce the jitters/crash reputation tied to classic caffeine-heavy drinks.
Where it’s going (this is the big part)
Update is preparing for a nationwide rollout with 4,000+ Walmart stores set to carry the brand starting March 1, 2026, with broader retail expansion planned afterward.
Flavors + formula notes
The relaunch includes five flavors listed across coverage: Berry, Grape, Peach, Mandarin, and Pineapple, and the formula is framed as paraxanthine-led with supporting focus ingredients (including Alpha-GPC and L-theanine, per Wellworthy).
Why this matters
Celebrity energy brands aren’t new — but a true co-founder role plus a Walmart-scale rollout is a different level of commitment. If Update can win on taste and repeat purchase, this could become a serious “new lane” inside functional energy: less stimmy, more controlled, more daily.
What to watch next
How consumers respond once it hits Walmart shelves (velocity tells the truth)
Whether the brand adds more SKUs and formats over 2026
If other paraxanthine-first drinks get dragged into the mainstream race
Citations
https://wellworthy.com/update-kim-kardashian/
https://www.businesswire.com/news/home/20260224695598/en/UPDATE-Relaunches-With-New-Co-Founder-Kim-Kardashian-Ushering-In-the-Next-Generation-of-Science-Based-Energy
https://insider.fitt.co/kim-kardashian-joins-update-as-co-founder/