Khloud by Khloé Kardashian Marketing: The Playbook Behind the Protein Popcorn

Khloé Kardashian’s popcorn brand, Khloud, is built around a simple but powerful idea — popcorn that’s craveable and family-friendly, but with the added benefit of 7g of protein per serving. By leaning into her mom-life and wellness persona, Khloé has created a product that looks indulgent, feels fun, and still delivers on better-for-you promises. Clean ingredients, a light “cloud” visual identity, and the founder’s personal voice all come together to create a brand that stands out on shelf and online.

• Promise: Tastes-first snack with functional benefits
  
  
• Brand World: Fun, airy, wellness-aligned, and family-shareable
  

Launch Positioning & Brand Thesis

Khloud launched with a core lineup of White Cheddar, Olive Oil & Sea Salt, and Sweet & Salty Kettle Corn. Each flavor is built on whole-grain, non-GMO, gluten-free popcorn air-popped with olive oil, then coated with “Khloud Dust” — a mix of seasoning and milk protein isolate for a protein boost without chalky texture. The brand story emphasizes taste first, with protein as a “bonus,” keeping it approachable to a mainstream audience.

• Functional Twist: Added protein from milk protein isolate in seasoning blend
  
  
• Ingredient Standards: Non-GMO, gluten-free, no seed oils, whole grain, kosher
  

Product & Nutrition Story

The brand’s protein boost differentiates it from standard ready-to-eat popcorns, offering more than triple the protein of some leading competitors. By avoiding the clinical tone of traditional protein snacks, Khloud stays rooted in everyday snacking, appealing to parents who want to sneak in more nutrition and to wellness-minded consumers seeking savory options beyond bars and shakes.

• Benefit Framing: Taste-first messaging with protein as an added value
  
  
• Clear Trade-Ups: 7g protein, clean-label ingredients, and better fats from olive oil
  

Price, Packs & Retail Footprint

Khloud entered the market with nationwide Target distribution and at around of $4.99 per bag, also available in multi-packs for pantry loading. Direct-to-consumer sales through KhloudFoods.com add variety packs, subscription savings, and a way to capture first-party customer data.

• Retail Strategy: Mass visibility at Target with e-commerce reach via DTC
  
  
• Value Drivers: Subscription model, variety bundles, and competitive price-per-protein
  

Flavor Strategy & Pipeline

The initial flavor lineup covers three classic snacking profiles — savory, sweet, and cheesy — ensuring broad appeal. Looking forward, Khloud can easily build seasonal and collaborative flavors using its “dust” seasoning system, keeping the brand fresh and collectible.

• Launch Mix: White Cheddar, Olive Oil & Sea Salt, Sweet & Salty Kettle Corn
  
  
• Future Potential: Seasonal LTOs, bold new flavors, and celebrity/creator collabs
  

Founder-Led Storytelling

Khloé’s public image as a fitness-savvy, on-the-go mom makes her a natural fit for the product’s narrative. Marketing features her quotes, behind-the-scenes moments, and lifestyle shots that connect the snack to everyday family and wellness routines.

• Content Pillars: Founder POV, family sharing moments, pantry organization, gym-bag snacks
  
  
• Tone: Warm, relatable, and practical — never overly technical
  

Packaging & Shelf Design

Bright, airy packaging with the cloud motif stands out in the snack aisle, balancing fun appeal with functional benefit callouts. Large flavor names and grouped nutrition badges make it easy for shoppers to quickly understand the product’s advantages.

• Readability: Big flavor callouts plus a clear “Protein Popcorn” label
  
  
• Shelf Impact: Eye-catching colors and bold benefit clusters for quick scanning
  
  

Influencer & Creator Marketing

The brand is building credibility and reach by partnering with lifestyle influencers and fitness creators like Bobby Parrish. These partners showcase Khloud in real-life contexts — from movie nights to lunchbox prep — using high-engagement formats like taste tests and pantry restocks.

• Ideal Partners: Wellness-focused, family-oriented, and lifestyle influencers
  
  
• Content Formats: ASMR crunch videos, flavor comparisons, movie-night hauls
  

Competitive Advantage

Khloud sits in a unique position between indulgent snack brands and functional protein products. Its nutritional edge, celebrity halo, and flavor-forward approach give it an advantage against both traditional popcorn brands and the broader better-for-you snack category.

• Against Popcorn Brands: Higher protein without sacrificing taste
  
  
• Against Protein Snacks: More familiar, enjoyable format with broad appeal
  
  

FAQ

Who is Khloud for?‍

Health-conscious snackers and families who want protein popcorn that still feels like a treat.

What makes Khloud different?‍

It combines 7g of protein with whole-grain, clean-label popcorn in fun, shareable flavors.

Where can I buy Khloud popcorn?‍

Available nationwide at Target, on Target.com, and at KhloudFoods.com.

Is Khloud dairy-free?‍

No — it contains milk protein isolate.

What flavors launched first?‍

White Cheddar, Olive Oil & Sea Salt, and Sweet & Salty Kettle Corn.

How much does it cost?‍

Around $5.99 per bag, with multi-pack and variety options available.

What’s next for the brand?‍

Seasonal flavors, creator collaborations, and expanded pack sizes for new occasions.