Food & Beverage — Celebrity Clean Energy Drinks Gain Traction as Beverage Market Diversifies

Food & Beverage · 2026-02-25

The beverage industry is experiencing a pronounced bifurcation between health-conscious innovation and traditional indulgence consumption, reflecting deeper structural shifts in consumer behavior patterns. The entrance of high-profile celebrities into the functional beverage space, exemplified by Kim Kardashian's co-founding of Update energy drink, signals a maturation of the better-for-you…