When Khloé Kardashian announced her latest snack innovation, Khloud Protein Chips, it was more than just another celebrity product drop—it was a response to a gap she felt in her own pantry. "I love snacking…it’s part of my everyday life," Kardashian shared with LA Times Studios. "But I did feel like something was missing. I wanted a chip that tastes amazing, is made with real ingredients, and also has functional benefits like protein."
That philosophy has driven Khloud, Kardashian’s fast-growing snack brand, since its inception. Less than a year after shaking up the popcorn aisle with Khloud Protein Popcorn, Kardashian and her team have set their sights on the fiercely competitive world of chips. The new Khloud Protein Chips officially hit Target stores and Target.com on April 8, 2026, with the brand’s website, KhloudFoods.com, rolling out the product on April 21. It’s a launch that marks the first cross-category expansion for the brand—and one that Kardashian hopes will redefine what it means to indulge in a snack.
So, what sets these chips apart from the crowded snack shelf? For starters, each serving delivers 7 grams of protein, thanks to pea protein baked directly into the chip. They’re made from whole-grain, non-GMO corn masa and avocado oil, sidestepping seed oils and artificial additives. The chips are gluten-free, kosher, and contain no artificial dyes or sweeteners—just familiar seasonings like salt, sugar, tomato powder, onion powder, paprika, and garlic powder to craft their signature flavors. As Kardashian put it, "I wanted something that tastes really good and feels like a treat but is made with only ingredients you can pronounce." (Food & Wine).
The debut lineup features three bold flavors: Nacho, Buffalo, and Sweet Heat. Kardashian says the flavors were inspired by the snacks her family loves. "Nacho is just that classic, familiar chip flavor, and we made it with real cheddar cheese, so it still feels really satisfying. Buffalo and Sweet Heat are a little more unexpected but still feel easy and snackable—and I love that these two flavors are completely vegan because it gives people more options without sacrificing flavor."
Her daughter True is a fan of the Nacho variety, while her son Tatum prefers Buffalo. As for Kardashian herself? "I’m always craving something with a little kick," she told Elite Daily, singling out Sweet Heat as her current go-to. Still, she emphasized that there’s a flavor for every mood and every member of the family.
But how do the chips actually taste? Early reviews are promising, especially for those who already loved Khloud’s protein popcorn. The Nacho flavor, in particular, has drawn comparisons to Doritos’ Nacho Cheese, though the texture is a bit different. The chips start out crunchy but have a slightly grainy finish—a result of the pea protein that delivers the product’s functional benefit. "It’s not bad, unless you are very sensitive to food textures," wrote one reviewer, who ultimately rated the Nacho chips a 4.7 out of 5. Buffalo brought the heat, with a strong spicy kick and notes of vinegar and paprika, earning a 4.1 rating. Sweet Heat, meanwhile, offered a sweet start and a lingering spice, reminiscent of hot honey, and scored a 4 out of 5. As the reviewer summed up, "Once you’re adjusted, I can assure you they’re delicious."
The chips’ nutritional profile—170 calories and 7 grams of protein per serving—reflects Kardashian’s desire to create a snack that supports her busy lifestyle without feeling like a compromise. "For me, snacks have to taste amazing first, but they also need to actually keep me going," she explained. "I’m always on the move, grabbing something between workouts, filming, or being with my family. That’s why protein was such a big focus. I want a snack that gives me real energy and keeps me satisfied."
That focus on balance was echoed by Jeff Rubenstein, CEO and co-founder of Khloud. "A lot of products in the space start with a target, 15 or 20 grams, and then work backward, which can lead to a compromised eating experience," Rubenstein told LA Times Studios. "We took a different approach and focused on a lifestyle level of protein that delivers a benefit without changing what the snack is supposed to be. If it doesn’t taste like something you’d crave and come back to, it doesn’t make it to shelf."
The timing of the launch is no accident. Protein-forward snacks are currently growing three times faster than the broader snacking category, according to Rubenstein. Khloud’s own retail performance has been nothing short of remarkable. Since the debut of its protein popcorn in April 2025, the brand has expanded to more than 29,000 retail doors nationwide, including placements at Target, Walmart, Kroger, Albertsons, Amazon, and over 13,600 Starbucks locations. At Target, Khloud’s sales velocity is 96.4% above the popcorn category average, outperforming established brands like Doritos, Fritos, Pringles, and Lesser Evil on a dollar-per-store-per-week basis. At Walmart, 62% of Khloud shoppers are new to the popcorn category altogether, signaling that the brand is attracting a fresh generation of snackers rather than simply stealing market share.
"From the beginning, we’ve believed Khloud had the potential to grow beyond a single product," Rubenstein said. "Protein Chips are a clear signal that we’re building a modern, cross-category snack brand for the next generation, bringing our unique positioning, ingredient standards, and protein functionality to tortilla chips, one of the most culturally embedded formats in the country and the second-largest category in salty snacks."
Kardashian’s approach is both personal and strategic. "I love to snack, and tortilla chips have always been a staple in my house, so it felt like a really natural next step," she said. "The response to Khloud Protein Popcorn has been truly incredible, we’ve built such an amazing community in under a year, and it really showed me how much people want protein snacks that feel familiar but are made with better ingredients."
Looking ahead, both Kardashian and Rubenstein hint that this is just the beginning for Khloud. "You’ll definitely see more flavors and more snacks from us—this is just the beginning. I have a running list of ideas I can’t stop thinking about, so we’ll see which ones make their way out first," Kardashian told Food & Wine.
For now, Khloud Protein Chips are available at Target stores and online, with a broader rollout expected in the coming months. Whether you’re a die-hard snack fan or simply looking for a chip that works a little harder for your lifestyle, Kardashian’s latest creation is poised to make a crunchy, protein-packed splash.