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Kendall Jenner, the American model and reality television star, has acquired a minority stake in Trip, the London-based drinks and supplements company best known for its cannabidiol (CBD) soft drinks, and will become the face of the brand’s new global campaign.
Jenner, 30, from Los Angeles, has one of the largest social media followings in the world, with 277 million followers on Instagram. She launched her own tequila brand, 818, in 2021, and had been a long-time fan of Trip before the deal, according to Olivia Ferdi, the company’s co-founder.
Trip was founded in 2019 by Ferdi and her husband, Daniel Khoury, and launched in the UK with a range of CBD soft drinks. Its bestselling range, Mindful Blend, combines lion’s mane, an extract of non-psychedelic mushrooms, with magnesium, camomile and L-theanine, a compound associated with relaxation.
Ferdi, 36, said Jenner’s investment was significant for Trip’s next chapter. “Her followers obviously outweigh a lot of countries’ populations … and she has a ton of credibility,” she said. Because Jenner was a “genuine customer [it will] make it more meaningful when she’s speaking to her audience”, Ferdi added.
Jenner said: “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.”
Celebrity backers
Jenner joins a group of celebrities who have invested in Trip, including the Brazilian model Alessandra Ambrosio and the American musician Joe Jonas. Other backers and ambassadors include the model Ashley Graham and Rosie Huntington-Whiteley, a partner at The Equity Studio, an investment firm that took a stake in the company in 2025.
Other well-known names have put money into drinks businesses: Beyoncé has bought out LVMH’s stake in her SirDavis whisky brand, while Virtue, a UK energy drinks maker, raised £2m from the BrewDog co-founder James Watt and the England footballer Eberechi Eze in 2024.
Ferdi, a former associate at the City law firm Allen & Overy, and her family remain the majority shareholders in Trip. Coefficient Capital, the New York-based venture capital group that has previously backed the British wellness start-up Zoe and is an investor in the cereal brand Magic Spoon, led a $40m investment round in Trip in November 2025, valuing the company at more than $300m.
Ferdi said the business “has sort of doubled since then and is due to double again in 2027”.
Sales and distribution
In the year to the end of February, Trip recorded net revenues of £50.9m, a 132 per cent increase on the year before, on the back of further distribution gains in the UK and new listings in large American retailers including Walmart and Target. The company says revenues are on track to reach $200m (£147m) in 2026.
Trip’s pastel-coloured cans and supplements are sold in 70,000 shops globally, including 25,000 in the United States, according to the company. Only Coca-Cola, Red Bull and Monster had won more shelf space faster than Trip in the UK in the past year, it said.
Ferdi played down fears of growing competition in the healthy drinks market, saying a strong category “endorses that we have created something meaningful”. She added that Trip “fits into a lot of strategic wish lists when you are thinking about health and wellness”.
In August 2026 Nichols, the owner of the soft drinks brand Vimto, announced the €75m acquisition of VitHit, the low-calorie drinks brand founded by the former professional rugby player Gary Lavin. In its announcement, Nichols put the UK functional drinks market at £5.8bn, saying it had grown by 10 per cent between 2025 and 2026.
