Khloé Kardashian Announces Protein Popcorn

For anyone khounting their makhros, reality star and entrepreneur Khloé Kardashian unveiled her new product this week: Khloud Protein Popcorn. The new snack boasts 7 grams of protein per serving—two more grams than an entire Jack Links Beef Stick—aligning with consumers’ recent obsession with protein-packed food and drinks.

The popcorn isn’t covered in burnt ends—its protein boost comes from a proprietary blend of seasonings and milk protein powder called “Khloud dust” that’s sprinkled over the air-popped kernels. The snack will officially hit shelves on Tuesday with three flavors: White Cheddar, Olive Oil and Sea Salt, and Sweet and Salty Kettle Corn.

• Its trendy pastel Khloud packaging features additional wellness buzzwords like “non-GMO” and “seed-oil free” that you’ve probably seen in health influencer video hashtags.
• Competing brands marketed as healthy popcorn, like LesserEvil and SkinnyPop, have 2 grams of protein or less per serving.

Protein-a-palooza: The proteinization of everything from sparkling water to condiments to frozen dinners has taken over the food industry—despite nutrition experts saying most adults already get enough protein. The rise of GLP-1 weight loss drugs has also helped popularize high-protein diets, as some users report losing muscle mass as a side effect.—MM