Khloé Kardashian with a bag of her Kloud Plus Collagen Protein chips. An unique taste, Jalapeño, launched at Walmart shops and walmart.com.
COURTESY OF WALMART
Khloé Kardashian’s Khloud Plus Collagen Protein Chips have landed at Walmart. With 17g of whole protein, together with 2g of hydrolyzed collagen per 16-ounce bag, the launch places Khloud’s most practical product but into Walmart’s rising protein snack set nationwide, simply because the retailer optimizes its protein and practical snack enterprise.
After scaling to greater than 32,000 retail doorways in simply over a yr, Khloud is bringing its newest innovation to a broader shopper. For Walmart, Khloud affords a brand new proposition to a protein snack class that’s traditionally been skewed towards male performance-driven prospects.
Lifestyle diet – excessive protein drinks, snacks and chips – is without doubt one of the fastest-growing product classes at Walmart, stated Kristin Piper, vice chairman of wellness merchandise on the retailer.
Walmart’s practical wellness evolution combines non-public label management, strategic model partnerships and an consciousness of high-growth shopper traits to dominate and broaden its share within the class.
“Walmart is transforming health and wellness into a scalable, technology-enabled ecosystem built around approximately 4,600 pharmacies, more than 3,000 Vision Centers, extensive grocery reach and integrated same-day delivery, said Ivan P. Feinseth, partner, chief investment officer and director of research at Tigress Financial Partners LLC. Health-and-wellness sales across Walmart U.S. and Sam’s Club increased 11.7% to $74.7 billion in FY2026, underscoring the category’s strategic importance.”
Feinseth stated wellness is a crucial a part of Walmart’s assortment enlargement, together with practical snacks, high-protein bars, drinks, dietary supplements, hydration merchandise, gut-health choices, meal options, health merchandise and connected-health units, though practical wellness represents solely a subset of that whole. However, the chance is massive sufficient to matter, he stated.
“Wellness is changing really quickly as customers are evolving,” stated Piper. “We see customers entering wellness journeys at pretty astounding rates. They’re looking for ways to incorporate wellness into their daily routines that feel more natural and enjoyable.”
Take the tortilla chips, that are made with whole-grain non-GMO actual corn masa and avocado oil, comprise no seed oils and are available three flavors, Nacho, Buffalo and Sweet Heat. Walmart has an unique on the brand new Jalapeño taste. With the practical snack shopper underserved when it comes to salty merchandise, Kardashian et. al. has loads to consider.
The chips are positioned in prime areas in about 2,500 Walmart shops, together with aisles with coveted endcaps, that includes the unique new Jalepeño selection. Flavor, texture, type and innovation have introduced new prospects to the house, stated Jeff Rubenstein CEO of Khloud.
Khloud’s Long-Term Goals
Rubenstein, who joined the corporate in 2025, stated, “We recognize that in order for us to hit our long-term ambitions, we need to innovate both vertically and horizontally and add new flavors to our chip and popcorn portfolio.”
Khloud is contemplating different merchandise, together with methods to improve present snack classes. “All snacks are on the table,” Rubenstein said. “We’re launching in Spring 2027 the first of its kind in a protein snack. We’re doing some heavy r&d at the moment.”
The practical snack market is forecast to succeed in $62.3 billion in 2034, from $30.5 billion in 2024, rising at a CAGR of seven.5%, in response to Emergen Research. Rising shopper demand for high-protein, practical snacks that assist muscle upkeep, satiety, and vitality, are a number of the causes behind the robust development trajectory.
Mainstreaming protein snacks past athletes is bringing new prospects to Khloud as merchandise be a focus for basic health-conscious shoppers. Protein-forward snacks are rising 3 times sooner than the broader snacking class, in response to Mindful Snacks.
Khloé Kardashian’s Snack Attack
“I started Khloud because I love snacks and I’m always on the go,” stated Khloé Kardashian. “I wanted to create the snacks I already loved, just with ingredients I felt good about and function that actually delivers. Khloud Plus felt like a natural next step, adding even more protein to the chips our fans love with added protein plus collagen – an ingredient I’ve always incorporated into my routine. I’m so excited to bring Khloud to more people with partners like Walmart and keep finding new ways to make the snacks we love work a little harder for us.”
Khloud started with Protein Popcorn in 2025, and flavors corresponding to Salty Kettle Corn, Olive Oil, White Cheddar and Sea Salt. Since then, the road has expanded to incorporate Jalapeño Cheddar, Birthday Cake, Cinnamon Roll and Truffle and White Cheddar.
Khloud is without doubt one of the fastest-growing popcorn manufacturers within the U.S., with gross sales hovering greater than 200% year-over-year, Rubenstein stated. At Target, the place Khloud launched in 2025, its pace benchmarks are spectacular: 96.4% above the popcorn class common, outperforming Doritos, Fritos, Pringles, and different mainstream manufacturers.
The Kardashian household is arguably some of the adopted households on the planet with 2 billion followers worldwide. Khloé Kardashian has greater than 300 million followers throughout her varied platforms.
“Khloud is not a celebrity brand,” insisted Rubenstein. “Rather, it operates at the intersection of celebrity and community. About 71% of young people coming into the Khloud franchise are buying these types of snacks for the first time. We’re a gateway for a younger generation of snackers.”
Women have historically bought high protein wellness products, but the purchases were often performance-driven. For women trying to balance energy, hormones, muscle health, and hectic schedules, the shift toward protein‑rich snacking is striking.
Walmart Redefines Wellness For A Changing Consumer
Vitamins and supplements and digestive wellness are the mainstays of Walmart’s wellness category. Also, nutrition and what the retailer refers to as lifestyle nutrition, which consists of high protein drinks and snacks.
“We talk about wellness from a much broader customer lens,” stated Piper. “We don’t think of it in terms of aisles or customers, we think of wellness as a holistic solution that Walmart brings to them, whether we’re talking about better-for-you snacks or vitamins or some really delicious protein chips.”
Taste Is Everything
“The challenge as with any protein offering is masking that taste,” said Rubenstein. “Protein is gritty and thick and it has a textural viscosity and mouthfeel that’s usually less enjoyable. We worked for a full year of R&D to mask that taste with flavors and seasonings. Using collagen topically makes it even more complicated. Khloud Plus works from an aesthetic and taste standpoint.”
According to Piper, millions of new customers have visited the wellness areas, driven by product configurations and new goods. Walmart expanded the nutritional assortment by nearly 30%, layering on hundreds of new items.
While Walmart’s health and wellness sales were a drag in Q2 2027, the retailer is targeting market share gains in the segment. Walmart invested in 150-plus focused rollbacks across categories such as protein bars, powders, vitamins and supplements.
“Walmart is building a one-stop wellness destination,” Piper stated. “Whether a customer is trying to support gut health, the immune system, mood or sleep, we want to make sure we’re bringing forward the right assortment.”