NEED TO KNOW
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Khloé Kardashian launched her protein snack brand, Khloud, after struggling to build muscle despite regular workouts
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She wanted protein snacks with clean ingredients that still tasted good, calling herself “a chubby girl at heart
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Khloud aims to expand with more nostalgic, kid-friendly healthy snack options like cookies, cakes and chips
Khloé Kardashian gets candid about the reason why she created her protein brand, Khloud.
During the latest episode of her podcast, Khloé in Wonderland, the reality star opened up about the inspiration behind the healthy-eating brand, which started with her getting back in the gym and realizing she’s never been a fan of stifling her junk food cravings.
“I had been working out for a long time, and I have a really bad eating habit,” Kardashian admitted. “I love to eat, I love to eat bad food. I don’t have the best diet.”
Khloé in Wonderland
Khloé Kardashian on ‘Khloe in Wonderland’
Although she was working out consistently, the mother of two noticed that she wasn’t gaining muscle, and then it clicked — “Duh, you have to have protein,” she said.
She goes on to say that over the years, while she’s been increasing her protein intake and working on her muscle mass, she realized that she couldn’t find protein snacks that she trusted that didn’t taste “artificial and chalky” and had limited ingredients.
Khloud Foods
Khloé Kardashian Khloud Launch
“I wanted things that were not only good for you, but I am a chubby girl at heart, so I needed it to taste good,” she said. “Taste comes first for me.”
Kardashian adds that her dream for Khloud is to expand the line to “chips and crackers and cookies and cakes” without consumers having to compromise on their health goals or taste in the process.
“I always wanted to continue to have simple ingredients: no seed oils, no red dye 40s, no any of that kind of stuff, [but] it was really for selfish reasons,” the Good American founder confessed.
Khloud launched in April 2025 with its signature product, Khloud Protein Popcorn, which comes in three flavors: Olive Oil & Sea Salt, Sweet & Salty Kettle Corn and White Cheddar.
Prior to the launch, Kardashian spoke with PEOPLE and shared her disappointment in the food industry and its offerings for healthy, kid-friendly snacks for her children, True, 7, and Tatum, 3, and herself.
“For me, it’s very overwhelming to sometimes pack lunches for my kids or even know what I want, and this is just the very start of what I hope Khloud will be,” she said at the time. “What I really pray comes of [Khloud] is a trusting relationship. It’s not just for kids, but for my kids. I’ve given them a lot of foods. I’m going to sound very corny, but I’ve given them products … that I trusted and then you look into it, and you’re like, ‘Wait, this is just as bad as [an unhealthy] product.’”
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Read the original article on People
