# How Khloé Kardashian's Khloud Got Ahead of the Protein Snack Boom > Pastel packaging and a deliberately non-gym aesthetic have turned Khloé Kardashian's protein popcorn and chip brand into one of the fastest-growing names in the snack aisle. - Source: VUUQUE - Canonical URL: https://vuuque.com/article/khloe-kardashian-khloud-protein-snacks - Author: VUUQUE Editorial - Section: Business & Work - Published: 2026-08-23T22:26:17.014Z - Updated: 2026-08-23T22:26:17.014Z - Tags: Khloe Kardashian, Khloud, Snack Industry, Protein Trend --- 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. --- Originally published by VUUQUE. Free to cite with attribution and a link to https://vuuque.com/article/khloe-kardashian-khloud-protein-snacks.