Khloé Kardashian & Kris Jenner Launch Khloud: A $10M Snack Startup
Reality TV stars and business moguls Khloé Kardashian and Kris Jenner are making waves in the consumer goods space with their latest venture, Khloud. According to a recent SEC filing, the mother-daughter duo aims to raise $10 million for this new startup—and they’re already halfway there, with $4.49 million secured as of last month.
What Is Khloud? Decoding the Trademarks
Trademark filings offer the first clues about Khloud’s potential product lineup. Documents reveal plans to launch:
- Popcorn and granola snacks
- Protein supplements (hinting at a health-focused angle)
This aligns with Khloé’s well-documented passion for fitness and wellness, suggesting Khloud could cater to health-conscious consumers.
The Power Players Behind the Brand
Khloud’s leadership includes heavy-hitters from the business world:
- Bryan Baum (Co-founder of venture firm K5 Global) serves as CEO.
- Michael Kives, K5’s other co-founder, is also involved—a logical choice given his close ties to the Kardashian-Jenner empire. Kives previously helped Kendall Jenner launch her 818 Tequila brand (WSJ report).
Kives’ celebrity connections run deep. As the New York Times noted, he’s a “super connector” who linked figures like Katy Perry and Bill Clinton to now-disgraced crypto CEO Sam Bankman-Fried.
Industry Speculation: Protein Popcorn on the Horizon?
Online sleuths are buzzing with theories, particularly after one Twitter thread pointed to “protein popcorn” as a likely flagship product. Given the Kardashians’ track record of viral launches—from SKIMS to Good American—this could be another trendsetting move.
What’s Next for Khloud?
TechCrunch has reached out to:
- K5 Global
- The trademark attorney
- Khloé Kardashian’s representatives
for official comments. With fundraising underway and trademarks secured, expect more details to emerge soon about this highly anticipated brand.
Stay tuned for updates as this story develops.
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