Kim Kardashian is involved with an energy drink that is attempting to break into a crowded market. The energy drink is notable for being caffeine-free, instead relying on an ingredient called paraxanthine, although there is some uncertainty about its effectiveness and safety. The drink's formulation and Kardashian's role in it are being discussed in various outlets, with some focusing on the science behind paraxanthine and others on the product's potential as an alternative to traditional energy drinks.