Khloe Kardashian has announced the launch of her new food company, Khloud, and its first product, protein popcorn. Its investors include Serena Ventures, William Morris Endeavor (WME), and Shrug Capital.
TechCrunch reported that Kris Jenner and Kardashian hoped to raise $10 million for a business called Khloud in December. K5 Global also invested in the brand, and its associate partner, Jessica Bixby, said the company went on to raise an “oversubscribed $12 million round.
Popcorn made with protein
The Kardashians came up with the idea of Khloud after she struggled to include more protein in her diet a few years ago. She told Inc. that she wanted to create protein-packed “snacking foods that you can either give to yourself or your kids, have it be guilt-free, know that it’s real ingredients, great taste—there are no trade-offs.”
She used her nieces and nephews as taste testers to ensure the product ticked all the boxes. The popcorn has around 7 grams of protein which is three times the protein content of other popcorn products, according to Kardashian.
Creating snacks with clean ingredients
Kardashian shares that Khloud’s goal is to offer more nutritious options made from “clean” ingredients. The popcorn comes in three flavors: olive oil and sea salt, sweet and salty kettle corn, and white cheddar.
“We’re starting with popcorn, but that’s just the beginning. We plan to expand into other snacking categories across the store, there’s so much room to reimagine everyday snacks,” Kardashian told TechCrunch.
Image: Khloud
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