Reviews: Purely Elizabeth Taps Protein Trend; Plus, Khloud Protein Popcorn, CVT Soft Serve

In this reviews roundup, we take a bite out of Purely Elizabeth’s high-protein oatmeal, Khloe Kardashian’s Khloud Protein Popcorn, and CVT Soft Serve.

Purely Elizabeth Protein Oatmeal

Purely Elizabeth has introduced Protein Oatmeal nationwide in three varieties, including Apple Harvest Crumble, Chocolate Chip Banana Bread and Maple Cinnamon Roll. The recipes include organic, whole grain oats, quinoa and buckwheat, dried fruit and a blend of pea, fava and chocho proteins. Purely Elizabeth Protein Oatmeal is Non-GMO Project Verified, gluten-free and vegan, with 10 grams of protein per serving.

Things that stand out:

• This doesn’t have the beany off-tastes typically associated with plant-based protein powders – and doesn’t rely heavily on sweeteners to mask it, either.
• While many high-protein products on the market contain concerning ingredients for some consumers, this oatmeal boasts a deck of nutrient-dense whole grains and legumes with no refined sugar or artificial flavors.
• A creamy, hearty, convenient breakfast offering that is true to the brand’s commitment to wholesome nutrition.

Things to consider:

• The product ends up a bit watery when prepared according to the package directions.
• While Apple Harvest Crumble is the standout and truest to its flavor profile, Banana Chocolate Chip and Maple Cinnamon flavors were fairly subtle.

Rating:

Khloud Protein Popcorn

Khloe Kardashian is the latest of her sisters to enter the consumer packaged goods arena with a line of protein popcorn under the brand Khloud. Available in three SKUs – Olive Oil & Sea Salt, White Cheddar and Sweet and Salty Kettle Corn – each serving contains 7 grams of protein, derived from milk protein isolate.

Things that stand out:

• The flavor profiles are exactly what you would expect, and the three initial varieties provide a solid base with offerings that could appeal to a wide range of consumers.
• The recipes achieve a pleasant taste and texture that, paired with the significant protein content, makes this a no-brainer for repeat purchases.
• The price point aligns with category norms.
• Front and back of pack are well executed with all the relevant information and little excess.

Things to consider:

• Single-serve, smaller pack sizes will be essential to driving trial with the consumer who may hesitate to commit to the large format.
• A vegan or dairy-free offering would allow the brand to reach a broader consumer base.

Rating:

CVT Soft Serve

Los Angles-based soft-serve ice cream maker CVT has put its hero product in a pouch. The indulgent innovation comes in three varieties – Vanilla, Chocolate and a soon-to-launch Chocolate Vanilla Twist. With origins as a local ice cream truck, CVT is now rolling out to grocery stores and all Live Nation concert venues nationwide.

Things that stand out:

• The product experience is spot on. The texture is creamy, the taste is incredible, and it is exactly what you would expect from soft-serve purchased at an ice cream shop.
• We can’t believe it is 2025 and ice cream is just now making it into a pouch format. This packaging innovation makes ice cream easily portable and is perfect for young children as well as adults. This solves a need most consumers likely never knew they had.
• Relatively simple ingredient deck that aligns with the brand’s message and story: “If you’re going to treat yourself, treat yourself!”

Things to consider:

• Realigning the brand look and feel may appeal to a wider array of consumers, particularly in grocery. At first glance, it comes off as an outdoorsy-type product. It feels like there is an opportunity to better showcase what is in the pouch and clearly show this is a new way to consume and experience soft serve ice cream.
• The recipes would benefit from a slight reduction in added sugar, and the use of tara gum as a stabilizer could have an unfortunate association with tara flour to some consumers.
• More flavors, mix-ins – more variety overall! This is a fabulous concept that, with the right branding and assortment, could be a real challenger in the ice cream set.

Rating: