US snack brand Khloud is expanding its footprint in the functional snacking space with the launch of Khloud Protein Chips.

Founded by Khloé Kardashian, this is the first new product launch since the brand emerged in the snacking space with protein popcorn in 2025.

Following rapid growth in the functional popcorn segment, Khloud’s latest launch signals a deliberate move toward becoming a cross-category snacking player. The new Protein Chips deliver 7g of protein per serving and are made with non-GMO corn masa and avocado oil, aligning with the brand’s “clean ingredient” positioning.

The chips are also formulated without seed oils and incorporate pea protein directly into the tortilla base, an approach designed to combine familiarity with added nutritional value.

Launching in three flavours, Sweet Heat and Buffalo, which are plant-based and Nacho, which features dairy ingredients, the chips are available as a retail exclusive at Target, both in-store and online.

According to CEO and co-founder Jeff Rubenstein, the move into tortilla chips reflects both category scale and cultural relevance. As the second-largest segment within salty snacks, chips offer significant headroom for brands that can differentiate on nutrition without compromising taste.