Kendall Jenner backs $300M CBD drinks maker Trip
What's the deal? Kendall JennerDealroom has a profile for this one. Try Dealroom → has bought an undisclosed minority stake in TripDealroom has a profile for this one. Try Dealroom →, a London-based CBD drinks and supplements company, and will front its new global campaign. The 30-year-old model joins existing backers including Joe JonasDealroom has a profile for this one. Try Dealroom → and Rosie Huntington-WhiteleyDealroom has a profile for this one. Try Dealroom →.
What's the company? Founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury, Trip sells cannabidiol soft drinks alongside magnesium and other supplements. It ranks among the UK's fastest-growing food and drink businesses.
By the numbers: A round led last year by New York investment group Coefficient CapitalDealroom has a profile for this one. Try Dealroom → valued Trip above $300 million (£222 million). Companies House filings show revenues of nearly £67 million over the previous financial year.
What's the endgame? Trip is leaning on celebrity reach to widen its consumer base. Jenner, who commands a large social media following, said she "instantly connected" with the founders' "mission to help more people find calm in their everyday lives."
Why it matters: Ferdi said Jenner "perfectly embodies the way we think about calm today," framing the tie-up as a natural fit for the brand as it launches the new campaign.
The signal: The deal reflects a wider playbook in consumer goods, where celebrity investors double as marketers to accelerate growth. For a CBD category still building mainstream trust, high-profile backing offers both capital and credibility.
Read more: newsbreak.com
Image credit: lindsay-fox
