Khloé Kardashian's Khloud popcorn surges with new collagen chips and major retail deals

Khloé Kardashian began developing her protein popcorn brand Khloud in 2023, timing its launch to coincide with a growing consumer interest in protein snacks. After bringing on Jeff Rubenstein, a former Poppi executive, the company quickly became the fastest-growing salty snack with protein at Target and secured a Starbucks collaboration that boosted its Amazon performance. This week the brand introduced Khloud Plus Collagen Protein Chips, a Walmart-exclusive offering that adds collagen to the snack lineup.

Kardashian emphasizes authenticity, noting that each product must earn a place in her own pantry before reaching store shelves. The pastel-colored bags with cloud graphics are designed to attract a broad audience, including children, and differentiate the brand from more masculine, gym-oriented competitors. The company continues to focus on execution and long-term growth rather than an immediate exit.