Kendall Jenner has invested in Trip, describing herself as “obsessed” with the UK drinks brand.
Jenner has acquired an undisclosed stake in Trip and will become a “global ambassador” for its namesake brand, which is on sale in Europe and North America, including in the US.
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The US media personality and businesswoman launched 818 Tequila five years ago.
“I’ve been obsessed with Trip for a while,” Jenner said in a statement. “The product is incredible and I’ve always loved how elevated and intentional the brand feels. It’s my favourite way to stay grounded and present in my daily routine; it tastes great and makes me feel amazing.”
Terms were not disclosed.
Trip was set up in 2019, launching a range of CBD-infused drinks in the UK.
The company, which says it has listings with “every major US retailer”, is forecasting it will generate revenue of $200m this year.
Trip founder and CEO Olivia Ferdi said Jenner “truly connects with our mission” and added: “We’re thrilled to be partnering with her, and now launching our brand new campaign together.”
Since its launch seven years ago, Trip has expanded with a broader range of drinks, oils, gummies and powders.
In 2024, the company introduced Mindful Blend, a new range of drinks without CBD, with the line now on sale across UK multiples.
The CBD drinks are still on sale through stockists including Waitrose, Ocado and Amazon.
Trip now positions itself as “the world’s leading calming drinks brand, infused with magnesium and botanicals”.
Previous investors in the business include London-based The Equity Studio, former Depop CEO Maria Raga and Christian Angermayer, the founder of Apeiron Investment Group.
A Series A round of funding, announced last November, included celebrity backers Joe Jonas, Alessandra Ambrosio and Paul Wesley, alongside growth-focused consumer investor Coefficient Capital. At the time, Trip said the round valued the business at “over $300m”.
Jenner launched 818 Tequila in early 2021. Spirits giant Sazerac invested in the business earlier this year.
