BeautyRival – Khloé Kardashian’s functional snack brand Khloud has appointed Jeff Rubenstein as chief executive officer. Rubenstein brings 24 years of experience in consumer packaged goods, having worked with giants like Coca-Cola, Vita Coco, and Health-Ade. Most recently, he served as chief growth officer at Poppi, the better-for-you soda company acquired by PepsiCo for $1.95 billion in March. His track record in scaling brands makes him a key addition as Khloud expands beyond its April launch.
Khloud’s Protein-Powered Snack Range
Khloud debuted earlier this year with three protein popcorn flavors: white cheddar, sweet and salty kettle corn, and olive oil with sea salt. The bestseller so far is the white cheddar variant. Each serving offers seven grams of protein in a portion-friendly size, designed to appeal to Gen Z and Millennial women who often find traditional protein snacks too bulky. Currently available at Target, the brand plans to expand distribution to Walmart, Kroger, Albertsons, and Ahold this fall.
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Tapping Into the Protein Trend
Protein has become one of the most searched wellness trends, drawing 158.6 million weekly TikTok views and dominating Google snack searches. Rubenstein explained that “protein snacks are growing three times faster than regular snacks.” Khloud positions itself differently by focusing on smaller portions rather than oversized bars with 30 grams of protein. This approach resonates with younger consumers and mothers alike, providing functionality in a more approachable, snackable format.
Khloé Kardashian’s Influence and Authenticity
Khloé Kardashian’s involvement has been central to Khloud’s early success. With 301 million Instagram followers and millions more on TikTok, she amplifies the brand’s message with unmatched reach. Beyond her celebrity, Rubenstein noted that Khloé’s personal health journey adds credibility. Known for her organized “snack closet” and transparent conversations about wellness, she embodies the lifestyle Khloud promotes. This authenticity helps differentiate Khloud in a crowded market, much like her sisters Kylie and Kim did with their own ventures.
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Growth Strategy and Market Positioning
Rubenstein outlined four key principles for Khloud’s growth: culture, authenticity, premium positioning, and speed. He emphasized that Khloud will move at “the speed of culture,” adapting to trends quickly while maintaining whole, clean ingredients. Unlike competitors with over 40 additives, Khloud limits recipes to just four key ingredients. The brand aims to stay premium, avoiding discount outlets and instead targeting mainstream snack aisles. This strategy positions Khloud as both fashionable and functional, aligning health with lifestyle.
Future Innovations and Expansion Plans
Looking ahead, Khloud plans to release new popcorn flavors in December and expand into other snack formats in 2026. “Protein is the focus. Popcorn is just the delivery system,” Rubenstein explained. Within one year, the brand aims to launch two or three verticals, and five to six within three years. By combining functionality with style, Khloud intends to stand out as a modern snack brand that not only meets nutritional needs but also appeals to cultural trends. As Rubenstein put it, “Taste is queen.”
