Khloe Kardashian wears many hats. She is on Keeping Up with the Kardashians alongside her powerhouse family; she co-founded Good American, an inclusive denimwear line, and recently built Khloud, a functional protein snack. There’s really nothing she can’t do. 

For her latest venture, she’s expanding Khloud into Canada—the first market beyond the United States. Founded on the idea that consumers shouldn’t have to sacrifice great taste for functional nutrition, Khloud offers pronounceable ingredients and pastel packaging to brighten up your pantry. 

As Khloud heads north, it seems the sky is the limit. S Magazine sat down exclusively with Khloe Kardashian to discuss this new step for the brand, making the protein space less “bro-y” and removing the stigma of snacking as ‘a self-proclaimed grazer.’ 

Why was Canada your first choice for expanding into a new market? 

Canada felt like the natural next step and the perfect first market for Khloud outside the U.S. For me, it’s so exciting; I can’t believe I’m in this place. I’ve seen on TikTok that Canada has such a strong food and wellness community, and I’ve been asked, more than anywhere else, ‘when are you coming to Canada?’ so it felt like a natural progression. 

Does it feel like a new chapter for the brand?

Oh absolutely. It’s so surreal to me that we’re only about a year and a half old and to be already launching internationally; it’s such a dream. We’re still so new, so I’m invigorated, and I’m not slowing down. 

Where did the idea for Khloud really come from? 

One thing my sisters and I have done really well over the years is recognize how important it is to listen to our consumers. We know we need to pay attention to what people want. With Khloud, there was a gap in the market, and that’s how it was born. 

It was such an authentic experience for me. I’d been on my fitness journey for years, and after having my kids, I started paying more attention to my diet and protein intake. I was dedicated in the gym, but I wasn’t putting as much effort into my nutrition. I’ve always had a love-hate relationship with food, so when I needed to eat more protein—and I don’t eat meat often—hitting my macros was really hard.

Then when I started looking for protein snacks, everything felt so “bro-y” and geared toward a male audience. And honestly, it didn’t taste good. Everything was chalky, and there wasn’t much else out there. That’s how Khloud came about.

I figured that if I needed something like this for myself, I probably wasn’t the only one. I wanted something I could also give my kids—something that wasn’t just empty calories, but actually offered something beneficial while still tasting really good.

I love what you said about shifting the protein space from being “bro-y” and making it more enjoyable. 

That was the goal. Everything I looked at was so mysterious, especially when I read the ingredients. I wanted to avoid that. And if my kids are eating my food, I want to feel good about what I’m giving them.

For me, you have to earn a spot in my pantry before you earn a spot on the shelf of any grocery store. I won’t put it out there if it hasn’t been sitting in my pantry for weeks or months first.  

Snacking in current culture can come with a lot of guilt. There’s this stigma around indulging in snacks or the idea that snacking should be limited. Do you feel like Khloud is challenging that?

100%. I’m a self-proclaimed grazer. I believe in grazing all day long. I love snacking. I would rather snack throughout the day than sit down for a meal. 

I’m so busy and always on the go, so it feels good to be able to graze. But if there are extra benefits to what I’m eating and putting into my body, I’d love to help break down that stigma.

I know both flavours that are available in Canada are Khloe-approved, but which is your favourite?

I’m going with white cheddar, only because I was eating it a few minutes ago. I was doing carpool—it was my son’s second day of school, and I’m not okay about it—and I had to drive over there and needed some fuel. I was so hangry.

Beginning September 9, the brand’s signature protein popcorn (White Cheddar and Sweet & Salty Kettle Corn) will be rolling out at Costco, Walmart, Circle K, Loblaws, and Starbucks across the country.

Images courtesy of Khloud.