Khloud's New Chip: How Khloé Kardashian Is Conquering the Snack Aisle

LOS ANGELES, CA – April 02, 2026 – Just one year after its Protein Popcorn became a breakout success, Khloé Kardashian's functional snack brand, Khloud, is making a bold play for a new corner of the snack aisle. The company today announced the launch of Khloud Protein Chips, a move that signals its ambition to build a cross-category snacking empire on a foundation of clean ingredients and celebrity influence.

The new line of tortilla chips, available in Sweet Heat, Nacho, and Buffalo flavors, aims to disrupt one of the largest and most culturally embedded snack categories in the country. This expansion leverages the powerful momentum the brand has built since its 2025 debut.

The Kardashian Effect in the Snack Aisle

At the heart of Khloud's rapid ascent is the immense marketing power of its founder. Khloé Kardashian’s personal brand, deeply intertwined with fitness and a wellness-focused lifestyle, provides an authentic and powerful platform for a "better-for-you" snack company. With over 300 million followers on social media, Kardashian offers the brand a direct and immediate channel to a massive, engaged audience, a luxury most startups can only dream of.

The brand's philosophy, "Good Stuff, Zero Fluff," resonates with Kardashian's public persona as a mother seeking healthier options for her family. This narrative of authenticity is a core part of the marketing strategy, positioning Khloud not just as a product but as a solution born from a relatable need.

"I created Khloud because I've always believed you shouldn't have to choose between snacks you crave and ingredients you feel good about," said Khloé Kardashian in the announcement. "Chips are one of those snacks everyone reaches for, so it felt like the perfect next step for Khloud. We took a classic and made it better with clean ingredients and protein."

This strategy is clearly working. In under a year, Khloud's Protein Popcorn has landed in more than 29,000 retail doors nationwide, including major players like Starbucks, Walmart, Kroger, and Albertsons. This rapid expansion is a testament to both strong consumer demand and the powerful pull of Kardashian's endorsement.

Cracking the Competitive Chip Market

Khloud Protein Chips enter a fiercely competitive market where health-conscious consumers are inundated with choices. Brands like Quest Nutrition, known for its high-protein offerings, and PopCorners Flex have already established a presence in the protein chip segment. Meanwhile, brands like Siete Family Foods appeal to shoppers with a focus on grain-free and "clean label" ingredient lists.

Khloud aims to carve out its niche by blending these attributes. Each serving delivers 7 grams of plant-based pea protein, placing it in the competitive mid-range for protein content. However, its key differentiator may lie in what it leaves out. The chips are crafted with non-GMO real corn masa and avocado oil, while explicitly being made without seed oils—a specific call-out that targets a growing segment of wellness consumers who scrutinize ingredient labels for oils like canola and sunflower.

This focus on "clean ingredients" taps directly into a powerful consumer trend. The demand for protein-forward snacks is reportedly growing three times faster than the broader snacking category, driven by shoppers seeking foods that offer functional benefits like satiety and muscle support without sacrificing taste.

"From the beginning, we've believed Khloud had the potential to grow beyond a single product," said Jeff Rubenstein, CEO and co-founder of Khloud. "Protein Chips are a clear signal that we're building a modern, cross-category snack brand for the next generation... bringing our unique positioning, ingredient standards, and protein functionality to tortilla chips."

The Target Playbook: A Strategic Retail Partnership

To maximize the launch's impact, Khloud has forged an exclusive partnership with Target. Starting April 8th, the new protein chips will be available only at Target stores and on Target.com before a wider online release later in the month. This retail strategy is a calculated move that offers significant mutual benefits.

For Khloud, the partnership provides immediate, nationwide visibility and the implied endorsement of a major, trusted retailer. An exclusive launch often comes with enhanced marketing support, including prime shelf placement and promotional features that can help a new product stand out in the crowded snack aisle. It also streamlines initial logistics by focusing on a single, powerful distribution channel.

For Target, the exclusive deal provides a unique product that leverages celebrity appeal to drive foot traffic and online sales. It reinforces the retailer's position as a destination for on-trend wellness products and helps it differentiate from competitors. The decision was likely bolstered by Khloud's existing track record within the retailer; reports indicate that the brand's Protein Popcorn SKUs have shown remarkable productivity at Target, outperforming established salty snack giants like Doritos and Lay's. This proven ability to "steal share" from mainstream competitors makes Khloud an attractive partner for a category-defining launch.

From Popcorn Success to a Snacking Empire

The chip launch is not just a new product release; it's the second chapter in a carefully orchestrated brand expansion. Khloud's first product, Protein Popcorn, was an undisputed success. Its rapid retail rollout was fueled by what the company described as sales performance that outpaced comparable brands by over 150% and frequent sellouts at key locations.

Consumer reception has been overwhelmingly positive, with reviewers praising the taste and texture that avoid the chalkiness sometimes associated with protein-fortified snacks. This success attracted significant investor confidence, including an oversubscribed $12 million funding round with backing from Serena Williams' Serena Ventures and other high-profile firms, signaling a strong belief in the brand's long-term potential.

By moving into chips—the second-largest category in salty snacks—Khloud is demonstrating its intent to become a dominant force in functional foods. The strategy is clear: identify a beloved snack format, reformulate it with clean, protein-rich ingredients, and leverage a world-class marketing engine to capture the modern consumer. With the chip launch underway and a direct-to-consumer website release on KhloudFoods.com scheduled for April 21st, the brand is solidifying its foundation for future growth.