Update
Update is a U.S. functional beverage company that produces zero-sugar, caffeine-free energy drinks powered by paraxanthine and Alpha-GPC, targeting health-conscious consumers seeking clean-label focus without jitters or crashes, and selling via DTC, Walmart, and The Vitamin Shoppe.
- Company typePrivate
- Founded2022
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Update does
Update Beverages, Inc. is a privately held, U.S.-based functional beverage company founded in 2022 by CEO Daniel Solomons and rebranded in February 2025 with Kim Kardashian joining as co-founder. The company produces a portfolio of five zero-sugar, zero-calorie, caffeine-free energy drinks (Berry, Grape, Peach, Mandarin, Pineapple) plus an online variety pack, each formulated around 300mg of paraxanthine (enfinity®) — the primary metabolite of caffeine responsible for alertness — combined with a nootropic stack including GeniusPure® Alpha-GPC, L-Theanine, and Vitamin B12. The formulation is positioned as delivering smooth, focused energy for approximately four hours without the jitters, crashes, or sleep disruption associated with conventional caffeine-based energy drinks.
The business operates a hybrid DTC-plus-retail model. Revenue is generated through unit sales ($2.99 per 12 fl. oz. can) and a Subscribe & Save subscription offering 10% off recurring 12-pack deliveries every 2, 4, or 8 weeks with free U.S. shipping. Following a complete brand relaunch in early 2026, Update launched nationwide across 4,000+ Walmart stores in March 2026 — described as one of Walmart's largest beverage debuts — alongside The Vitamin Shoppe, Walmart.com, and the brand's own e-commerce storefront at drinkupdate.com. Previously, the company sold exclusively online through Amazon and its DTC site. Target customers are health-conscious, caffeine-sensitive consumers seeking clean-label functional beverages for daytime focus, with women and wellness-oriented buyers forming the primary persona.
The company is incorporated in Delaware with a small team (11–50 employees) and raised an early-stage round from K5 Global and RiverPark Ventures in May 2022. Distribution and operations are currently U.S.-only, with international expansion described as planned but not yet available. The brand is OU Kosher certified across all flavors and holds registered trademarks on the enfinity® and GeniusPure® ingredient brands used in its formulation.
Update firmographics
Firmographics- Name
- Update
- Legal name
- Update Beverages, Inc.
- Website
- https://drinkupdate.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Update is a U.S. functional beverage company that produces zero-sugar, caffeine-free energy drinks powered by paraxanthine and Alpha-GPC, targeting health-conscious consumers seeking clean-label focus without jitters or crashes, and selling via DTC, Walmart, and The Vitamin Shoppe.
- Ownership category
- akta.pro rank
Update industry classification
Industry- Product category
- Functional Energy Drinks
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Energy Drinks & Energy Shots (CRADAHAJ)
- akta.pro secondary industries
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH)
Keywords
Where Update is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Update business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer (DTC) Online Sales: Products sold through drinkupdate.com with subscription and one-time purchase options. Subscription model offers 10% discount with free U.S. shipping, delivering every 2, 4, or 8 weeks. This channel was the primary sales path prior to the Walmart retail expansion.
- Retail / Physical Storefront Distribution: Products sold through major retail partners including Walmart (4,000+ stores nationwide starting March 2026) and The Vitamin Shoppe. Retail placement represents the company's first major physical retail expansion beyond prior exclusive online sales through Amazon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single can at retail / online |
| Subscription | Monthly | Subscribe & Save — 10% off recurring orders |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Update product offering
Product offeringCore offering
Update manufactures and sells a line of caffeine-free, zero-sugar, zero-calorie functional energy drinks built on a paraxanthine (enfinity®) and Alpha-GPC (GeniusPure®) nootropic stack, offered in five flavors plus a variety pack. Products are sold direct-to-consumer via drinkupdate.com with a subscription option, and through major U.S. retail including Walmart and The Vitamin Shoppe.
Product overview
UPDATE is a science-backed, zero-sugar, caffeine-free energy drink company that offers a unified portfolio of five flavored beverages (Berry, Grape, Peach, Mandarin, and Pineapple) plus a variety pack. The core product line is powered by a functional stack of ingredients centered on paraxanthine (enfinity®) and Alpha-GPC (GeniusPure®), delivering smooth focused energy without the jitters, crashes, or sleep disruption associated with traditional caffeine drinks. The company also offers a subscription service for recurring delivery with discount benefits. UPDATE was founded in 2022 and relaunched in February 2025 with Kim Kardashian as co-founder, expanding into major retail distribution through Walmart.
Differentiator
Problem solved
Functional benefit
Products and services
- UPDATE Energy Drink - Berry Caffeine-free, zero-sugar, zero-calorie functional energy drink in Berry flavor, powered by 300mg paraxanthine (enfinity®) and 315mg Alpha-GPC (GeniusPure®) for smooth focused energy without jitters or crash. Sold as a 12-pack of 12 fl. oz. cans to individual consumers via drinkupdate.com and at retail.
- UPDATE Energy Drink - Grape Caffeine-free, zero-sugar, zero-calorie functional energy drink in Grape flavor, powered by 300mg paraxanthine (enfinity®) and 315mg Alpha-GPC (GeniusPure®) for smooth focused energy without jitters or crash. Sold as a 12-pack of 12 fl. oz. cans to individual consumers.
- UPDATE Energy Drink - Peach Caffeine-free, zero-sugar, zero-calorie functional energy drink in Peach flavor, powered by 300mg paraxanthine (enfinity®) and 315mg Alpha-GPC (GeniusPure®) for smooth focused energy without jitters or crash. Sold as a 12-pack of 12 fl. oz. cans to individual consumers.
- UPDATE Energy Drink - Mandarin Caffeine-free, zero-sugar, zero-calorie functional energy drink in Mandarin flavor, powered by 300mg paraxanthine (enfinity®) and 315mg Alpha-GPC (GeniusPure®) for smooth focused energy without jitters or crash. Sold as a 12-pack of 12 fl. oz. cans to individual consumers.
- UPDATE Energy Drink - Pineapple Caffeine-free, zero-sugar, zero-calorie functional energy drink in Pineapple flavor, powered by 300mg paraxanthine (enfinity®) and 315mg Alpha-GPC (GeniusPure®) for smooth focused energy without jitters or crash. Sold as a 12-pack of 12 fl. oz. cans to individual consumers.
- UPDATE Variety Pack (12-Pack) Assortment of 12 lightly carbonated fruit-flavored caffeine-free energy drinks with a smooth and clean finish, containing 4 cans each of Berry, Peach, and Grape. Made with research-backed paraxanthine (enfinity®) and Alpha-GPC (GeniusPure®) ingredients to support focus and sustained energy. Sold to individual consumers online and as the exclusive launch pack at Walmart.
Quantifiable outcome
- Four hours of smooth, focused energy per 12 fl. oz. can (300mg paraxanthine)
- +3 more outcomes
Companies that use Update
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Update technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Update partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship / core, core and secondary.
- Kim Kardashianflagship / coreKim Kardashian joined as co-founder on February 24, 2025 (announced February 24, 2026 per multiple sources), bringing her celebrity brand-building expertise, social media reach, and consumer insight capabilities. She previously was a steady customer since 2023 before transitioning to formal business partner. She leads brand-building, product design, and consumer insight, and played a key role in the complete packaging redesign and reformulation. Her co-founding represents the primary GTM and marketing lever for the brand's national retail expansion.
- NNB NutritioncoreNNB Nutrition supplies the GeniusPure® Alpha-GPC ingredient used in Update's formula. The ingredient offers clinically supported claims (108% increase in focus, 99% purity) and superior stability and solubility for RTD (ready-to-drink) formulations. Update was featured as one of three new product launches powered by this ingredient.
- Walmartflagship / coreWalmart signed a nationwide distribution agreement with Update covering 4,000+ stores, representing one of Walmart's largest beverage debuts to date. Products launched March 1, 2026, with an exclusive variety pack at launch. The deal marks Update's first major physical retail expansion beyond its prior exclusive online sales through Amazon.
- The Vitamin ShoppesecondaryUpdate is available at The Vitamin Shoppe retail locations, aligning with the brand's health and wellness positioning and complementing its Walmart distribution.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Update competitors and assessment
Company assessmentDirect peers
- Alani Nu: Alani Nu is a women's-skewing functional energy drink brand that has scaled aggressively through retail and social media. It competes head-to-head with Update for the same caffeine-conscious, health-oriented female consumer seeking clean-label energy.
- Celsius Holdings: Celsius is a leading functional energy drink sold across major US retailers including Walmart and Club channels. It is the most direct scaled comparable to Update on distribution model, retail footprint, and functional-energy positioning.
- Ghost Lifestyle: Ghost is a lifestyle-driven energy and supplement brand that pairs bold flavor SKUs with retail distribution and celebrity/influencer collaborations. Its consumer base and influencer-led growth model closely mirror Update's GTM approach.
- Bloom Nutrition: Bloom Nutrition is a female-targeted functional beverage and supplement brand with strong retail and DTC presence. It targets the same wellness-oriented, ingredient-conscious female persona that Update's Kim Kardashian-led relaunch is built around.
Broad incumbents
- Monster Beverage: Monster is the dominant US energy drink incumbent with deep Walmart relationships and a broad portfolio including Java Monster, Reign, and Bang. It represents the largest scaled competitor that Update must differentiate against on shelf.
- Red Bull: Red Bull is the global category-defining energy drink brand with massive marketing spend and category authority. While its positioning skews more performance/extreme sports, it sets the baseline consumer expectation for energy drinks that Update must compete against.
- Zevia: Zevia is a zero-calorie, naturally sweetened beverage company with energy and soda lines sold in major US retail. It competes with Update for the clean-label, health-conscious shopper, particularly in wellness channels like The Vitamin Shoppe.
Emerging players
- Cirkul: Cirkul is a cartridge-based functional hydration/energy brand that has scaled aggressively through retail and social. While its format differs, it competes for the same caffeine-conscious consumer seeking personalized, better-for-you functional beverages.
- OLIPOP: OLIPOP is a better-for-you functional soda brand that has scaled into major US retail with a clean-label proposition. It is an adjacent peer sharing the same ingredient-conscious consumer and retail channel partners (including Walmart and Target).
- Liquid Death: Liquid Death is a bold-branded canned beverage company that has expanded from water into energy and other categories with viral marketing. It shares Update's reliance on differentiated branding and social-media-led consumer acquisition in the canned beverage aisle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Update social profiles
Digital presenceUpdate compliance and trust
Trust signalCompliance1 record
Update financial estimates
Financial estimateRevenue estimate
Valuation estimate
Update leadership team
Management profileNumber of profiles
Profiles2 records
Update funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Update M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Update
What does Update do?
Update manufactures and sells a line of caffeine-free, zero-sugar, zero-calorie functional energy drinks built on a paraxanthine (enfinity®) and Alpha-GPC (GeniusPure®) nootropic stack, offered in five flavors plus a variety pack. Products are sold direct-to-consumer via drinkupdate.com with a subscription option, and through major U.S. retail including Walmart and The Vitamin Shoppe.
Is Update a public or private company?
Update is a private company. It is classified as venture growth investor backed and is currently operating.
When was Update founded?
Update was founded in 2022. It employs 11 to 50 people.
Where is Update based?
Update is headquartered in New York, United States, in the North America region.
How does Update make money?
Two revenue lines are on record. Direct-to-Consumer (DTC) Online Sales are the primary driver. The others are retail / Physical Storefront Distribution.
Who are Update's main competitors?
Direct peers on record are Alani Nu, Celsius Holdings, Ghost Lifestyle and Bloom Nutrition. Broad incumbents are Monster Beverage, Red Bull and Zevia. Emerging players are Cirkul, OLIPOP and Liquid Death.
Does Update have an API?
No public API is recorded for Update.
What industry is Update in?
Update's product category is Functional Energy Drinks. Its primary akta.pro industry code is CRADAHAJ, Energy Drinks & Energy Shots, with a secondary code of CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.). Its NAICS code is 312111 and its SIC code is 2086.