Kardashian Protein Popcorn Brand Muscles Into More Retailers

Within a few months of its late-April launch, Khloé Kardashian’s snack brand Khloud Protein Popcorn has expanded into more than 2,500 retail doors nationwide, including Target and Sprouts Farmers Market stores.

Additional distribution is planned for Wegmans, Raley’s, ShopRite and CIBO Express this month. The products also are available online on Thrive Market, GoPuff and the brand’s direct-to-consumer website.

Early traction has outpaced projections, said Jessica Lungariello, chief commercial officer, in an emailed interview with Nosh.

“Many Target stores sold out within days, and Khloud outperformed other salty snacks by over 150%,” Lungariello said. “As we expand into new retail doors, it’s clear Khloud is resonating with consumers and that more and more shoppers are craving snacks that are both functional and delicious.”

The products are seasoned with a proprietary powdery substance called “Khloud Dust,” which contains a blend of milk proteins. Flavors include Olive Oil & Sea Salt, Sweet & Salty Kettle Corn and White Cheddar flavors. A serving delivers 7 grams of protein. A 5 oz. bag retails for $4.99 at Target.com.

Lungariello said the team plans to support new retail launches with a “mix of founder engagement, on-the-ground sizzle, smart digital marketing, and strong in-store execution.”

She added, “It’s not just about getting Khloud on shelves; it’s about building real buzz around our product and showcasing the value proposition that has proven to be incredibly compelling to today’s snack consumer.”

Longer term, the startup’s go-to-market strategy centers on “meeting consumers where they are, especially in moments when delicious, functional snacks are hardest to find,” Lungariello said, pointing to opportunities beyond traditional retail channels.

Ahead of its debut, Los Angeles-based Khloud raised $12.5 million in equity funding, per a filing with the U.S. Securities and Commission (SEC) in June. Investors include Serena Ventures, K5 Global, William Morris Endeavor and Shrug Capital, according to a TechCrunch report. Springdale Ventures also participated in the funding round.

Bryan Baum, a serial tech entrepreneur and co-founder of K5 Global, is listed as CEO of Khloud on the SEC filing.