Kim Kardashian has launched an energy drink. Instead of containing caffeine, Update includes paraxanthine, a compound the body naturally produces when it breaks down caffeine. According to the brand’s promotional material, using paraxanthine directly “eliminates the crash, jitters and overstimulation” often associated with traditional energy drinks.
Energy drinks are already a huge global market, and most rely on caffeine to provide their stimulant effects. This new product takes a different approach by skipping caffeine and using one of its natural breakdown products instead.
