Khloe Kardashian has formally introduced her new consumer brand, Khloud, launching the first product—a protein-infused popcorn—that will be available for purchase in Target stores beginning April 29th.
The venture, initially reported last December, began when Kardashian and her mother Kris Jenner aimed to raise at least $10 million for their new business endeavor. According to Jessica Bixby of K5 Global, one of the venture’s key investors, the funding round exceeded that goal, raising an oversubscribed $12 million. Other notable backers include Serena Williams’ investment firm Serena Ventures, William Morris Endeavor (WME), and Shrug Capital.
Khloud’s flagship snack product is popcorn made from whole-grain corn, sprinkled with a unique blend called “Khloud Dust”—a nutritious seasoning mix delivering seven grams of protein per serving. In addition to retail distribution at Target, the snacks will also be sold online through the brand’s website.
Kardashian stated that popcorn is just the initial offering, with intentions of extending Khloud’s product line into other snack categories. She described the company’s vision as providing healthier snacks made with clean and simple ingredients, tapping into growing consumer demand for more nutritious alternatives to traditional snack foods.
This launch marks a significant expansion of the Kardashian-Jenner family’s already expansive consumer brand empire, covering businesses that range from beauty products and fashion lines to household cleaning supplies. The Khloud brand is the family’s first venture specifically within the grocery snack aisle, a move that aligns naturally with the family’s much-publicized interest in food, frequently documented by fans and media alike.
Celebrity-backed consumer brands continue to gain momentum, expanding well beyond traditional segments such as beauty and spirits. With the Khloud venture, the Kardashians underscore their continued strategic approach in leveraging their widespread popularity and loyal consumer base to introduce new product categories and establish strong market footprints.
