KENDALL JENNER JOINS TRIP AS GLOBAL AMBASSADOR AND INVESTOR

Reality TV star and model Kendall Jenner, has acquired a minority stake in the London-based drink brand and as a long-time TRIP fan, Kendall will also become the face of the brand's newest global campaign..

Founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, their mission is to help a billion people find calm in the everyday chaos. The couple launched TRIP after an unexpected personal experience, discovering the benefits of magnesium and botanicals when Daniel was recovering from knee surgery weeks before their wedding. His miraculous recovery led to the couple pooling their savings to launch TRIP together as newlyweds. Passionate to bring the benefits of calm to millions more people, they created a newly convenient, delicious, and aspirational format — canned calm.

Each can is powered by TRIP's signature blend of magnesium and botanicals, designed to make finding a moment of calm feel easy and delicious. Whether unwinding after work, socializing with friends, taking a moment during a busy day, or swapping out an evening alcoholic drink, TRIP has created a category for the new generation of consumers. TRIP is a leader in the better-for-you beverage moment, with the new category of calm in a can. Bringing a modern approach to wellbeing, making moments of calm feel easy, enjoyable, and part of everyday life.

With its distinctive pastel cans, unique flavors & clear mission, TRIP has become a go-to lifestyle brand. Its social-first approach has helped build a cult following online, generating more than a billion impressions across Instagram and TikTok in the past year, and TRIP is one of the most popular beverages on TikTok Shop globally. Their community shares everyday how TRIP helps them solve for the chaos of modern life, empowering positive conversations about daily wellbeing.

Kendall Jenner said: "I've been obsessed with TRIP for a while — the product is incredible, and I've always loved how elevated and intentional the brand feels. It's my favorite way to stay grounded and present in my daily routine — it tastes great and makes me feel amazing. When I met Liv and Dan, I instantly connected with what they're building. I love their vision for the brand and their mission to help more people find calm in their everyday lives. I'm so excited to be part of their journey."

TRIP aims to generate $200 million in revenue this year, as calming drinks emerged as the fastest-growing functional beverage category, ahead of gut health, protein and hydration (SPINS). US consumers now rank mental wellbeing as their top health concern following weight loss (Toluna).

This global campaign rollout with Kendall joining one of the fastest-growing drinks brands in the world at a time when consumers are looking for more calm than ever before signals the dynamic growth in the calming beverage category.