Welcome back to another episode of The Curious Consumer! This week we sit down with Daniel Solomons, CEO of Update—the caffeine-free energy drink that caught Kim Kardashian’s eye organically before she became a full creative partner. We break down the science behind paraxanthine, the surprise of 4,000+ Walmart doors, and what it means to build a brand around a completely new ingredient.
We also cover every Kardashian-Jenner in CPG this week (yes, all of them)—Kylie’s pivot from vodka soda to beauty hydration powder K2O, Khloe’s new Khloud protein tortilla chips, and Lemme finally launching a multivitamin after 17 other SKUs. Plus: the Hershey reformulation saga, McCormick’s $45B acquisition of Unilever’s food business, goPuff’s surprisingly successful private label expansion, and Mars Men—an 18-month-old testosterone supplement brand already at $100M run rate. Let’s get into it!
The Breakdown
00:00 Intro
0:05 Interview with Daniel Solomons (Update Energy)
20:28 Kylie's K2O Beauty Hydration Powder
27:20 Khloud Protein Chips
30:39 Lemme Launches a Multivitamin (Finally)
32:50 The Hershey/Reese's Reformulation Drama
44:43 McCormick Buys Unilever's Food Business ($45B)
47:50 goPuff's Private Label Expansion
50:10 Mars Men: $100M Testosterone Supplement Brand
58:26 Wrap-up
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