Khloe Kardashian has formally launched her new food company, Khloud, and its first product, a protein popcorn, set to hit Target starting April 29.
Back in December, TechCrunch reported that Kardashian and her mother, Kris Jenner, were looking to raise at least $10 million for a business called Khloud. Jessica Bixby, an associate partner at K5 Global, which invested in the brand, said that it went on to raise an “oversubscribed $12 million round.”
Other investors include Serena Ventures, William Morris Endeavor (WME), and Shrug Capital.
Khloud says its popcorn is crafted from whole-grain corn and that its “Khoud Dust,” a milk protein and seasoning blend sprinkled on it, gives each serving seven grams of protein. In addition to Target, the product will be sold on its website.
“We’re starting with popcorn, but that’s just the beginning,” Kardashian told TechCrunch. “We plan to expand into other snacking categories across the store, there’s so much room to reimagine everyday snacks.”
Kardashian says the mission of her snack brand is to offer more nutritious alternatives made from “clean” ingredients.
The Kardashian-Jenners are known for their ever-growing and ever-encompassing consumer business empire. This, however, marks the first time a member of the family has forayed into the snack business. It somewhat makes sense — numerous articles have been written about their favorite foods (including a dedicated Instagram page), and anywhere there is widespread potential consumer interest, there is a widespread chance for celebrities to make money.
Celebs have pumped out numerous hair care lines, liquor lines, and beauty products. The Kardashians have been there (and are still doing that). Now, their empire spreads from household cleaning products to the food in our pantries.
