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An energy drink brand backed by Kim Kardashian has entered the functional energy category with a formulation centred on paraxanthine rather than traditional caffeine, marketed in a satirical debut campaign that went viral last week.

The drink has relaunched with a major 'The Future is Energy' campaign led by Kardashian this month, with the media personality and entrepreneur having joined the brand as co-founder earlier this year.

Available in the US, the drink's positioning focused on delivering 'smooth, focused energy' without the jitters or crash commonly associated with caffeine consumption. The range contains zero sugar and zero calories, and is made without artificial flavours or colours.

The brand is built around paraxanthine, a naturally occurring compound produced when the body metabolises caffeine. According to Update, the liver converts caffeine into three primary metabolites – paraxanthine, theobromine and theophylline – with paraxanthine accounting for the majority of caffeine metabolism in most people.

The company says the ingredient is associated with several of the effects consumers typically seek from caffeine, including alertness, focus, mental stamina and energy utilisation. In addition to paraxanthine, Update contains Alpha GPC, L-theanine and vitamin B12.

The formulation uses Enfinity paraxanthine, with Alpha GPC supplied in the form of GeniusPure Alpha-GPC. Alpha GPC is included to support cognitive function, while L-theanine is positioned as an ingredient to support calm concentration and help balance stimulation.

The product also contains an active form of vitamin B12, which supports energy metabolism and nervous system function.

The range comes in five flavours: peach, berry, grape, pineapple and mandarin.

Top image: © Update