Khloé Kardashian's Khloud Protein Snacks Achieve Rapid Growth

Khloé Kardashian's protein popcorn brand, Khloud, has experienced significant growth since its inception, capitalizing on a burgeoning consumer interest in protein-rich snacks. Kardashian began conceptualizing the brand in 2023, with the initial product development phase spanning several years to meticulously handle the complexities of food production, packaging, and logistics. This extended timeline proved advantageous, as Khloud was poised for launch in spring 2025, coinciding with a widespread "protein-frenzy" among consumers. Kardashian emphasized the critical nature of this timing, stating that the food industry requires extensive preparation, making rapid market entry impossible without thorough planning.

To steer the brand's expansion, Khloud appointed Jeff Rubenstein as CEO in the fall of the previous year. Rubenstein brought valuable experience from his tenure at Poppi, a beverage brand that was eventually acquired by PepsiCo for $1.95 billion. Under their joint leadership, Khloud has achieved notable market penetration, being recognized as "the fastest-growing salty snack with protein at Target." This success has been further amplified by a strategic partnership with Starbucks, which has contributed to a doubling of sales on Amazon as consumers increasingly discovered the product. The brand's distinctive pastel packaging and cloud-themed branding have also helped it stand out in a crowded snack market, differentiating itself from products with a more "bro-coded" aesthetic.

Khloud is now expanding its product line with the introduction of "Khloud Plus Collagen Protein Chips," a Walmart exclusive. This new offering represents an experimental approach, incorporating collagen alongside protein to gauge consumer appetite for snacks packed with multiple health-focused ingredients. Kardashian shared her personal affinity for collagen, noting she began incorporating it into her diet in powder form in her coffee approximately three to four years prior, appreciating its perceived benefits. The development and launch of these new collagen-infused chips underscore Khloud's strategy of innovation within the health-conscious snack category. Kardashian and Rubenstein discussed the brand's trajectory and the strategic decisions that have fueled its rapid ascent in a conversation with Fortune, which has been edited for brevity and clarity.