Khloud

About Khloud

Khloud is a fast-growing consumer packaged goods (CPG) company operating in the functional snack market. Founded in 2024 by Khloé Kardashian and Jeff Rubenstein, the Los Angeles-based startup aims to reimagine classic snacks for a new generation of health-conscious consumers. The company was born from Kardashian's personal journey to incorporate more protein into her diet, leading to the creation of snacks that offer functional nourishment without sacrificing flavor.

Jeff Rubenstein, who also serves as CEO, brings extensive experience in scaling high-growth CPG brands, with previous leadership roles at Poppi, Vita Coco, and The Coca-Cola Company. His operational expertise is complemented by Kardashian's vision and brand-building prowess, previously demonstrated with the successful launch of the clothing brand Good American. The company has attracted significant investment from notable firms including Serena Ventures, K5 Global, Anti Fund, and Shrug Capital, raising an oversubscribed $12.5 million in its early-stage venture round.

Khloud's product portfolio began with its flagship Protein Popcorn, which delivers 7 grams of protein per serving through a proprietary blend of milk protein and seasonings called "Khloud Dust". The popcorn is made from non-GMO, whole-grain corn, is gluten-free, and avoids seed oils in favor of olive and coconut oil. Initial flavors included White Cheddar, Sweet & Salty Kettle Corn, and Olive Oil & Sea Salt. Building on its initial success, the company expanded its product line in April 2026 with the launch of Khloud Protein Chips, a tortilla-style chip also providing 7 grams of protein per serving. The company's business model is a hybrid of direct-to-consumer (DTC) e-commerce through its website and extensive retail distribution. After launching in Target and online, Khloud rapidly expanded its footprint to over 29,000 retail doors, including major chains like Starbucks, Walmart, Kroger, and Sprouts.