Khloé Kardashian’s new snack brand, Khloud, is gaining attention with the recent appointment of Jeff Rubenstein as its chief executive officer. Rubenstein, who brings over 24 years of experience in the consumer packaged goods sector, particularly in functional beverages, has a notable track record with companies like The Coca-Cola Company and Poppi, the latter of which was recently sold to PepsiCo for a staggering $1.95 billion. Launched in April, Khloud specializes in protein-packed popcorn, offering flavors like white cheddar—its bestseller—sweet and salty kettle corn, and olive oil and sea salt, all available at Target.
What makes Khloud particularly appealing is its alignment with current wellness trends. Rubenstein noted that protein snacking is becoming a dominant force, especially among Gen Z and Millennials who are increasingly aware of their nutritional choices. According to him, the idea of protein as a crucial nutrient resonates strongly with these age groups, as evidenced by the massive viewership on platforms like TikTok, where content related to protein garners around 158.6 million views weekly. By tapping into this cultural moment, Khloud aims to attract a demographic that has previously been underserved in the protein category, particularly women.
Rubenstein emphasized the uniqueness of Khloud’s approach to functional snacking. Unlike traditional protein products that often consist of hefty bars with high protein counts, Khloud offers a smaller, snackable portion containing just 7 grams of protein. This thoughtful portion size targets female consumers, aiming to make protein snacking feel more accessible and less “masculine.” The early signs of success at retail outlets like Target are promising—peculiarly, 71% of Khloud’s customers are new to popcorn altogether, indicating that the brand is effectively appealing to a new wave of snack enthusiasts.
Khloé Kardashian’s personal journey with snacking plays a vital role in Khloud’s narrative. Known for her candid discussions about weight loss and healthy eating, her authenticity adds credibility to the brand. According to Rubenstein, Kardashian’s relatable approach to snacking—one that encourages health without sacrificing enjoyment—aligns perfectly with Khloud’s mission. This parallels the trajectories of her sisters’ successful brands; just as Kylie and Kim have made significant strides in cosmetics and shapewear, Rubenstein believes that Khloé has the opportunity to dominate the functional snack category.
His vision for Khloud includes not just maintaining its initial momentum but expanding into various retail channels and extending snack varieties. The brand plans to roll out in major retailers like Walmart and Kroger while aiming for a position in the mainstream snack aisle rather than a niche segment for protein products alone. Rubenstein intends to launch new flavors in December and explore new verticals by 2026, stating that while protein is the focus, it isn’t the only goal. He hinted at diversifying offerings into other functionalities that would appeal to health-conscious consumers, setting ambitious aims for growth within the next few years.
Ultimately, Rubenstein stresses the importance of taste as the leading factor in Khloud’s success. He believes that while functional snacks are the focus, they must also deliver exceptional flavor to compete with more conventional snacks. Khloud intends to elevate the perception of functional snacking, combining healthy eating with stylish branding. The packaging and overall aesthetic aim to resonate beyond the typical snack category, aligning with fashion rather than merely nutritional products. This innovative approach not only positions Khloud as a lifestyle brand but also ensures it stays relevant in a competitive market, making healthy choices attractive and enjoyable.