The Product
Khloud, the protein snack brand co-founded by Khloé Kardashian, is expanding its functional snack portfolio with Khloud Plus Collagen Protein Chips, launching exclusively at Walmart on August 10 at a $3.48 retail price point. Each 1.6 oz. bag delivers 17g of total protein — including 2g of hydrolyzed collagen — in the same tortilla-chip format as the brand's existing Protein Chips line, adding collagen as a second functional benefit without altering the product's gluten-free, non-GMO, seed-oil-free formulation.
The launch spans four SKUs: Sweet Heat, Nacho, and Buffalo carry over from the core lineup, while a Walmart-exclusive Jalapeño variety rounds out the assortment. A Variety Pack featuring Nacho, Buffalo, and Sweet Heat retails for $9.99, positioning the entry price well below the premium functional-snack tier that has crowded specialty and natural channels.
Formulation and Retail Context
Olivia Weihe, Senior Director of R&D at Khloud, said the team prioritized hydrolyzed collagen — a highly digestible collagen form — specifically to avoid the textural or flavor compromises that often accompany protein fortification in chip formats. The decision to stack collagen alongside whey or plant protein reflects a broader category movement: functional-snack brands are increasingly bundling ingredients to justify premium shelf space and drive repeat purchase by consolidating what consumers might otherwise buy as separate supplements.
Walmart's exclusive deal underscores the mass-channel appetite for better-for-you snacks at accessible price points. Kristin Piper, Vice President of Wellness Merchandise at Walmart, framed the placement around the retailer's broader wellness assortment build, noting that Khloud's approach to making functional foods more approachable aligns with how Walmart is growing that category. A $3.48 single-bag price keeps Khloud Plus within impulse range while the $9.99 variety pack targets pantry-loading behavior — a margin-friendly mix for both brand and retailer.
Segment Tailwinds
The functional-snack segment has been one of the more durable growth pockets in the broader better-for-you food and beverage category, with protein content remaining the top purchase driver in consumer research across convenience and mass channels. Collagen, once confined to beauty supplements, has migrated into mainstream food and beverage applications — protein bars, ready-to-drink beverages, and now salty snacks — as brands seek incremental differentiation in a crowded aisle. For foodservice and retail operators tracking snack and ingredient trends, the Khloud Plus launch signals continued consumer willingness to pay for multi-benefit snack formats, provided taste parity with conventional options is maintained.
Khloud's Walmart-first strategy for the Plus line is a calculated distribution move: seeding a product with the largest U.S. grocery retailer generates immediate scale and velocity data, which typically informs whether a brand pursues broader foodservice or alternative retail channel expansion in subsequent quarters.
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.
