Kendall Jenner, a 30-year-old model with a massive social media following, has acquired an undisclosed minority stake in Trip, a British CBD drinks and supplements company. Jenner will serve as the global ambassador for the brand's new promotional campaign. Headquartered in London, Trip was founded in 2019 by husband-and-wife founders Olivia Ferdi and Daniel Khoury.
The company specializes in cannabidiol (CBD) soft drinks and magnesium supplements, positioning itself among the UK’s fastest-growing food and drink companies. A recent funding round led by New York investment group Coefficient Capital valued Trip at over $300 million (£222 million). Jenner expressed enthusiasm for the brand, stating she has been ‘obsessed with Trip for a while’ and appreciates its mission to help people find calm in their daily lives.
Trip’s revenue for the previous financial year was nearly £67 million. The partnership aligns with Jenner’s endorsement of Trip as the ‘World’s Leading Calming Drinks Brand,’ emphasizing its focus on intentional living and mental well-being. Other high-profile investors, including Joe Jonas and Rosie Huntington-Whiteley, have also backed the company.
Ms Ferdi highlighted Jenner’s alignment with Trip’s values, describing her as someone who embodies the brand’s ethos of staying present and authentic.
Source: The Independent
