Khloé Kardashian is officially taking Khloud into a new aisle.
After quickly turning Khloud Protein Popcorn into a breakout snack brand, the reality star and entrepreneur is expanding beyond popcorn with a new launch that feels like a natural next step for her. Khloud Protein Chips officially arrived at Target on April 8, marking the first time the brand has moved into a new category.
And according to Khloé, this one was an easy call.
“It just took off way faster than I anticipated,” she told People of the brand’s early success. When the conversation turned to what category should come next, chips were the obvious answer. Khloé told the outlet she loves chips and joked that once she opens a bag, she does not stop.
That alone makes this launch feel more personal than a typical celebrity snack drop. This is not Khloé attaching her name to some random item for shelf space. Chips are clearly already part of her real-life snack rotation, and now she is trying to put Khloud’s cleaner spin on one of the most crowded categories out there.
Khloé Kardashian Is Taking Khloud in a Bigger Direction
Sarah Anne WardThe new chips build on the same formula that helped Khloud’s popcorn take off. Each serving contains 7 grams of protein, with pea protein baked into every chip. The brand also leans heavily into ingredients, using non-GMO corn masa and avocado oil while leaving out seed oils, artificial dyes and sweeteners. The chips are also gluten-free and kosher.
Three flavors are available at launch: Sweet Heat, Nacho and Buffalo.
Khloé already knows which one she is reaching for most.
In her interview with Elite Daily, she said Sweet Heat is her favorite because she is always craving something with a little kick. That detail gives the rollout a much more lived-in feel. It is not just a list of flavors on a press release. It sounds like Khloé actually has a go-to.
The move also comes after a strong start for the brand, with Khloud’s Protein Popcorn landing in more than 29,000 doors nationwide in under a year. That kind of momentum makes this expansion feel less like a gamble and more like the next chapter.
True and Tatum Had Thoughts Before the Launch
Sarah Anne WardOne of the best details tied to the new chips is that Khloé’s kids and their cousins were apparently part of the taste-testing process.
Khloé told People that True, 7, Tatum, 3 and the rest of the family did not hold back when it came to giving opinions. In fact, she joked that they are the kind of brutally honest taste testers who will flat-out say if something “sucks.”
Their flavor picks were already split before launch. True’s favorite ended up being Nacho, while Tatum went for Buffalo. Khloé, meanwhile, is standing firmly with Sweet Heat.
The family approval makes the brand feel more connected to her actual life.
This Feels Bigger Than a Celebrity Snack Moment
Khloud is no longer being framed as just a popcorn brand.
In the company’s official press release, Khloé said she created Khloud because she believes people should not have to choose between snacks they crave and ingredients they feel good about. The company’s leadership made it clear that the chip launch is meant to show the brand can stretch well beyond a single breakout product.
Jeff Rubenstein, CEO and co-founder of Khloud describes the protein chips as a “clear signal that we’re building a modern, cross-category snack brand for the next generation.”
Khloé is not just selling a new flavor or seasonal item. She is trying to build Khloud into a real player in a category that already has endless competition, and she is doing it with a product that actually fits her voice, her habits and the lifestyle branding her fans already associate with her.
For now, the chips are available exclusively at Target, with Khloud’s website set to join the rollout on April 21.
If the popcorn introduced the brand, this launch makes one thing clear: Khloé wants Khloud to be a lot bigger than one viral snack.
