Khloé Kardashian began developing Khloud in 2023, well before protein-enriched snacking became one of the food industry's biggest trends, and launched the brand in spring 2025. Rather than leaning on the gym-focused branding common to protein snacks, Khloud built its identity around soft, pastel, cloud-themed packaging, positioning itself as an alternative for shoppers who want the nutritional pitch without the typical fitness-brand aesthetic. "I didn't just want another celebrity product out there and to put my name on it," Kardashian has said of the approach.
Timing, and the right hire
The brand's early lineup of protein popcorn and protein tortilla chips has since expanded to include Khloud Plus Collagen Protein Chips, a Walmart exclusive. Much of the operational push behind that growth came after Jeff Rubenstein joined as CEO in fall 2024; Rubenstein previously helped guide soda brand Poppi to a $1.95 billion acquisition by PepsiCo. Under his leadership, Khloud has been tracking to exceed Poppi's own third-year revenue within its first full year on shelves.
Fastest-growing, across multiple retailers
Khloud has been named the fastest-growing popcorn brand in the country, the fastest-growing salty protein snack at Target, and the No. 1 fastest-growing salty protein snack at Sprouts. Distribution has expanded accordingly: a Starbucks partnership grew from roughly 12,000 locations to include an additional 5,000 licensed stores across airports, college campuses and Canada. For a brand built on catching a trend early, the numbers suggest the bet on timing paid off.