Khloud Names Jeff Rubenstein As CEO

Khloé Kardashian’s growing protein popcorn business has a new mom-ager in charge.

Khloud named former Poppi president and chief growth officer Jeff Rubenstein as its CEO, just five months after launch and amid a slate of distribution gains.

“Khloud has already proven it can capture attention in a crowded category,” said Khloé Kardashian, founder of Khloud, in a press release. “Jeff understands how to take that momentum and turn it into long-term growth. His leadership and operational discipline is exactly what we need as we expand into thousands of new doors and continue to connect with the next generation of snackers.”

In his new role, Rubenstein will be tasked with accelerating the brand’s retail growth and broadening the product portfolio. The move also marks Rubenstein’s entry into the food industry after over 20 years of beverage industry experience, from a start in brand management at The Coca-Cola Company to helping scale brands like Vita Coco and Health-Ade.

Alongside Rubenstein’s appointment, Khloud also named Michael Maya, former SVP of Operations at Poppi, as its chief supply chain officer. Khloud debuted in April and quickly expanded across grocery channels to retailers including Sprouts, Target, Wegmans, Raley’s and more. This fall, the brand will add Walmart, Kroger, Albertsons and Ahold to its growing footprint.

“With retail partners already expanding distribution, operational strength is critical,” Rubenstein said in the release. “Michael’s expertise ensures that as Khloud grows, we deliver consistently on both quality and scale.”

Currently, Khloud sells a 3-SKU line of bagged protein popcorns in Olive Oil & Sea Salt, Sweet & Salty Kettle Corn and White Cheddar flavors. The products contain 7 grams of protein per serving, which is derived from milk protein isolate.

With Rubenstein now at the helm, that assortment will likely expand beyond kerneled goods. Khloud’s trademark currently encompasses a range of food items including granola, protein supplements. The Los Angeles-based brand has also raised $12.5 million in equity funding, per a filing with the U.S. Securities and Commission (SEC) in June.

“Khloud’s early traction shows the demand for cleaner snacks that deliver on both taste and functionality,” Rubenstein said in the release. “I’m excited to partner with Khloé and the team to scale this momentum, deepen our retail footprint, and continue to drive cultural connectivity.”