Khloud, the protein snack brand co-founded by Khloé Kardashian, is rolling out Khloud Plus Collagen Protein Chips exclusively at Walmart beginning Aug. 10, pricing each 1.6 oz. bag at $3.48 and a Nacho/Buffalo/Sweet Heat variety pack at $9.99. The new SKU delivers 17g of protein per serving — including 2g of hydrolyzed collagen — in the same tortilla chip format as the brand's existing Protein Chips line.
The Product
Khloud Plus launches in three carry-over flavors — Sweet Heat, Nacho, and Buffalo — plus a Walmart-exclusive Jalapeño. Olivia Weihe, Senior Director of R&D at Khloud, said the team chose hydrolyzed collagen specifically for its digestibility, aiming to embed functional benefits into a snack format rather than directing shoppers toward pills or powders. Every Khloud Plus SKU is gluten-free, non-GMO, and formulated without seed oils, consistent with the brand's existing portfolio.
Why It Matters for Retailers
The Walmart exclusive is a calculated channel move. Locking a launch to a single mass retailer concentrates marketing spend and shelf visibility, a strategy that has become more common as better-for-you snack brands compete for planogram space at high-traffic general merchandise accounts. For c-store buyers, the debut signals where Khloud is building its retail baseline before any broader distribution push.
Functional snacking continues to outpace the broader salty snack segment. Protein-forward chips and popcorn have been among the faster-growing subcategories in convenience as operators look for better-for-you snack options that can command a premium price point while still moving at impulse. A $3.48 single-serve price point aligns comfortably with what c-store cooler-adjacent snack sets already bear for functional formats.
Kristin Piper, Vice President of Wellness Merchandise at Walmart, framed the launch within the retailer's broader wellness growth strategy, noting that Khloud's functional positioning and accessible price fit the direction the chain is taking in that category.
What to Watch
Khloud has not announced a timeline for expanding Khloud Plus beyond Walmart, but Walmart-exclusive windows on emerging brands typically run three to six months before broader distribution is evaluated. C-store buyers in the better-for-you snack segment should monitor sell-through data from the mass channel as a leading indicator of consumer demand before the line potentially becomes available for regional or national convenience distribution. The collagen-plus-protein combination is still relatively rare in chip form, which gives Khloud Plus meaningful on-shelf differentiation in a crowded functional snack set.
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.
