The Product
Khloud, the protein snack brand co-founded by Khloé Kardashian, is widening its functional snack portfolio with Khloud Plus Collagen Protein Chips — a line extension that stacks 17 grams of total protein and 2 grams of hydrolyzed collagen into a 1.6-ounce tortilla-style chip. The launch is exclusive to Walmart, where bags carry a $3.48 retail price and a variety pack of three flavors is priced at $9.99.
The Numbers
The new SKUs land at Walmart across four flavors — Sweet Heat, Nacho, Buffalo, and an exclusive Jalapeño — effective August 10. The variety pack, featuring Nacho, Buffalo, and Sweet Heat, retails at $9.99. Like the existing Protein Chips line, Khloud Plus is certified gluten-free and non-GMO, and formulated without seed oils, attributes that have become increasingly important shelf-qualification criteria for better-for-you snack brands competing in mass retail.
Olivia Weihe, Senior Director of R&D at Khloud, said the formulation uses hydrolyzed collagen specifically for its digestibility profile, allowing the brand to combine protein and collagen benefits in a single snack format rather than requiring consumers to supplement separately. "By formulating with hydrolyzed collagen — a highly digestible form of collagen — we created a snack that brings together two complementary functional benefits in one snackable bite, without relying on pills, powders or supplements," Weihe said.
Why It Matters
The move reflects a broader acceleration in the functional snack segment, where brands are racing to embed wellness claims — protein density, collagen, adaptogens, probiotics — directly into mainstream chip and cracker formats to capture shelf space and consumer attention simultaneously. Collagen-infused food products have expanded rapidly beyond premium specialty channels into mass grocery and club formats, driven by consumer familiarity with the ingredient from the supplement aisle.
For Walmart, the exclusive launch fits an ongoing effort to grow its wellness merchandise assortment in a competitive grocery environment. Kristin Piper, Vice President of Wellness Merchandise at Walmart, cited the retailer's focus on making functional foods more accessible at value price points as the rationale for the partnership. A $3.48 entry price positions Khloud Plus competitively against other better-for-you chip brands in the $3 to $4 range that have scaled through mass retail exclusives before broadening distribution.
The launch also underscores the continued commercial viability of celebrity co-founder brands in the food and beverage space, where visibility and social media reach can accelerate trial in ways that conventional trade marketing cannot replicate. Khloud's existing Protein Popcorn and Protein Chips lines established distribution before this extension, giving the Plus SKUs an established footprint to build from rather than requiring a cold retail start. For more context on functional snack trends shaping retail buying decisions, see our coverage of better-for-you snack growth in mass channels and the collagen ingredient category's expansion into food formats.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
