Khloud Plus collagen chips launched as a Walmart exclusive on Tuesday, 1 September 2026, handing Khloé Kardashian’s snack brand a protein line aimed at people who never set foot in a gym.
Each 1.6-ounce bag carried 17 grams of total protein and two grams of hydrolysed collagen, as reported by Forbes.
The chips landed across Walmart stores in the United States in four flavours, Sweet Heat, Nacho, Buffalo and a Jalapeño kept exclusively for the retailer.
Why Khloud Plus collagen chips exist at all
Khloe Kardashian was clear about the gap she was chasing. The protein aisle had long been dressed for gym bros and macro trackers, and she wanted something her children would eat without a lecture. She explained the thinking behind the brand:
“With Khloud, for example, it was created because there was such a lack in the market of protein snacks that weren’t so bro- or gym-focused. I wanted to create something that would fit into the way that I actually ate, the way I wanted my kids to eat.”
The collagen part was personal well before it was commercial. Kardashian had been stirring the powder into her coffee for years and credited it with everything from easier joints to softer fine lines. Asked about the habit, she did not hedge:
“I love collagen. I started taking it in a powder form in my coffee maybe three or four years ago, and I just love the way it makes me feel. It helps with joints, all that kind of stuff, but aesthetically, I really do think it helps with the fine lines and wrinkles and all of that kind of stuff.”
Baking that ingredient into a crisp was, to her mind, uncharted ground. Collagen had lived in powders, gummies and sachets for years, rarely in something you grab off a shelf. Kardashian rated the snack aisle version as a proper first:
“Collagen in food, I think that is a newer thing. I haven’t seen it really done in a lot of places. Collagen being baked into snacks that you could readily buy, I think that’s pretty innovative.”
Where Khloud Plus collagen chips fit on Walmart shelves
The retailer had its own reasons for clearing shelf space. Kristin Piper, Walmart’s vice-president of wellness merchandise, placed lifestyle nutrition, the catch-all covering high-protein drinks, snacks and chips, among the company’s fastest-growing categories. Khloud brought a different shopper to a section long skewed towards male, performance-driven buyers.
Khloud moved quickly to get there. The brand had reached more than 32 000 retail doors in a little over a year, a pace that turned a celebrity side project into a grocery business. Chief executive Jeff Rubenstein put it bluntly:
“We are the fastest-growing popcorn brand in America. We are the fastest growing salty snack with protein at Target.”
Walmart’s aisles will do the judging over the coming months, and that retailer-only Jalapeño bag is the one to watch. Kardashian has already proved she can get the doors open; the harder trick, as every celebrity snack founder learns, is getting shoppers back for a second bag.
