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Kim Kardashian releases energy drink in Australia
Hollywood A-lister and influencer Kim Kardashian is no stranger to promoting products, with her brand spanning skincare, shapewear, and more.
But her latest business venture is bound to surprise Australian shoppers—the celebrity has just released her energy drink Down Under.
Kim K has partnered with Alani Nu to create Kimade, a strawberry-lemonade-flavoured caffeinated drink that has recently made its way to Australia. It made its initial release in the United States in July.
Coming in a bright bubble-gum pink can and hot-pink lettering, Kardashian is taking full advantage of the Barbie movie trend.
The pale pink drink is being sold across Woolworths stores for $4.50, according to Kidspot.
Many people described Kimade as being 'sold out', even if it just hit the shelves.
While some have agreed that this drink is 'tasty', some said it was ‘too sweet’. Others were confused as to why Kardashian and Alani Nu would be joining forces.
‘Well, this is disappointing,’ one customer said on Kim’s social media post.
'This is insulting towards REAL fitness influencers and the fitness community in general,' another user commented.
Another added, 'Desperate, I see.'
‘To represent yourselves as a fitness brand through someone with major amounts of plastic surgery is beyond disgusting,’ another commented, claiming they would boycott Alani Nutrition over this collaboration.
Everyone was also left unimpressed by the promotional photo of Kim in her sky-high heels sitting on a weight bench with a couple of tiny dumbbells in her hand.
‘Yeah, I ALWAYS work out in my high heels,’ one said.
‘This woman isn’t even exercising properly, yet your company partners with her,’ another scoffed.
Kimade has become similarly linked to Prime energy drink, whose empty cans were sold for $30 or more on eBay and other social media platforms in its initial days in Australia.
Months later, Prime, linked to American influencer Logan Paul, was reportedly being sold for as low as $1.80 on supermarket store shelves.
Prime and Kimade have ‘dangerous levels’ of caffeine–unsafe for children under 18—but while Prime was marketed at kids, and Kimade's target audience is adult fitness fans.
Kimade is touted as being a 'healthier' alternative to other energy drinks. It's been made to be vegan, gluten-free and sugar-free, with fewer than ten calories in each tin.
Alani Nu founder Katy Hearn declared that her company were proud to have partnered with Kim Kardashian herself.
'We are thrilled to collaborate with Kim, who is such an amazing female powerhouse and entrepreneur,’ she said.
‘Kim's dedication to both her family and creating innovative brands perfectly align with our brand values, making this partnership such a natural fit.’
While both products have different branding and flavours, their nutrition facts are almost similar.
The caffeine content in both Prime Energy and Kimade is 200 milligrams, with ten calories and 0 grams of fat. Prime has 110ml of caffeine each can(355 ml). However, Kimade has more sodium—180 milligrams versus Prime’s 55 milligrams.
The Food Standards Australia New Zealand (FSANZ) code requires all energy drinks in Australia to meet the requirements before they can be sold. The code restricts how much caffeine is allowed to be added to drinks. The maximum amount of caffeine allowed in a drink is 32mg per 200m.
Key Takeaways
- Kim Kardashian has released a strawberry-lemonade-flavoured energy drink, Kimade, in collaboration with Alani Nutrition. The drink is now being sold in Woolworths stores across Australia.
- The energy drink has been described as 'too sweet' by some, and others have criticised Kardashian's partnership with a fitness and nutrition brand.
- The energy drink is marketed as a healthier alternative with few calories and is vegan, gluten-free and sugar-free.
- Despite negative reactions, the product has already sold out in some locations.
Members, if ever your curiosity gets the better of you and you want to take a sip of Kimade or other energy drinks, consult with your GP first!
What are your thoughts on this, members? Let us know in the comments below!