Khloé Kardashian’s Khloud Grows at Walmart Wellness Aisles

Khloé Kardashian’s Khloud Plus Collagen Protein Chips are now on Walmart shelves, bringing the brand’s most function-forward snack to a national retail audience. Each 16-ounce bag contains 17g of total protein, including 2g of hydrolyzed collagen, as Walmart continues to expand its assortment of protein snacks and better-for-you functional foods.

The Walmart launch marks another major step for Khloud, which has grown to more than 32,000 retail locations in just over a year. For Walmart, the brand adds a fresh angle to a protein snack category that has traditionally leaned heavily toward male shoppers focused on performance and fitness.

Kristin Piper, Walmart’s vice president of wellness merchandise, said lifestyle nutrition — including high-protein drinks, snacks and chips — ranks among the retailer’s fastest-growing product categories.

Walmart’s broader push into functional wellness reflects a mix of private-label strength, selective brand partnerships and close attention to fast-moving consumer trends, as the retailer looks to deepen its position in health-focused food and wellness products.

“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 said wellness has become a key part of Walmart’s assortment expansion, spanning functional snacks, high-protein bars and beverages, supplements, hydration products, gut-health offerings, meal solutions, fitness products and connected-health devices. Functional wellness, he noted, represents only one portion of that larger health-and-wellness business.

“Wellness is changing really quickly as customers are evolving,” said 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, which are made with whole-grain non-GMO real corn masa and avocado oil, contain no seed oils and come in three flavors, Nacho, Buffalo and Sweet Heat. Walmart has an exclusive on the new Jalapeño flavor. With the functional snack consumer underserved in terms of salty products, Kardashian et. al. has plenty to think about.

The chips are located in prime areas in about 2,500 Walmart stores, including aisles with coveted endcaps, featuring the exclusive new Jalepeño variety. Flavor, texture, form and innovation have brought new customers to the space, said Jeff Rubenstein CEO of Khloud.

Khloud’s Long-Term Goals

Rubenstein, who joined the company in 2025, said, “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 considering other products, including ways to upgrade existing snack categories. “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 functional snack market is forecast to reach $62.3 billion in 2034, from $30.5 billion in 2024, growing at a CAGR of 7.5%, according to Emergen Research. Rising consumer demand for high-protein, functional snacks that support muscle maintenance, satiety, and energy, are some of the reasons behind the strong growth trajectory.

Khloé Kardashian’s Snack Attack

Mainstreaming protein snacks beyond athletes is bringing more customers to the brand as products catch the attention of general health-conscious consumers. Protein-forward snacks are growing three times faster than the broader snacking category, according to Mindful Snacks.

“I started Khloud because I love snacks and I’m always on the go,” said 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 began with Protein Popcorn in 2025, and flavors such as Salty Kettle Corn, Olive Oil, White Cheddar and Sea Salt. Since then, the line has expanded to include Jalapeño Cheddar, Birthday Cake, Cinnamon Roll and Truffle and White Cheddar.

Khloud is one of the fastest-growing popcorn brands in the U.S., with sales soaring more than 200% year-over-year, Rubenstein said. At Target, Khloud’s speed benchmarks are impressive: 96.4% above the popcorn category average, outperforming Doritos, Fritos, Pringles, and other mainstream brands, he said.

The Kardashian family is arguably one of the most followed families on the planet with 2 billion fans worldwide. Khloé Kardashian has more than 300 million followers across her various 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 could be 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,” said 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 said. “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.”