Khloé Kardashian's protein snack brand Khloud is pushing further into the functional snack space with Khloud Plus Collagen Protein Chips, now available exclusively at Walmart. Each 1.6 oz. bag delivers 17g of protein — including 2g of hydrolyzed collagen — at a $3.48 retail price point, positioning the SKU squarely in the value-accessible wellness category that mass retailers have aggressively expanded in recent years.
What's in the Bag
Formulated with hydrolyzed collagen — a highly digestible collagen derivative — Khloud Plus aims to consolidate two functional benefits into a single snack without requiring consumers to reach for supplements. Olivia Weihe, Senior Director of R&D at Khloud, framed the development challenge as maintaining the chip's existing texture and crunch while layering in the added collagen. The product launches in three carry-over flavors — Sweet Heat, Nacho, and Buffalo — plus a Walmart-exclusive Jalapeño variety. A Variety Pack featuring Nacho, Buffalo, and Sweet Heat retails for $9.99. Like the rest of the Khloud line, every Khloud Plus chip is gluten-free, non-GMO, and made without seed oils.
The Retail Angle
Walmart's exclusive window on the launch reflects a growing pattern in functional food retail: mass-market chains are using wellness exclusives to differentiate their grocery aisles and drive destination traffic. Kristin Piper, Vice President of Wellness Merchandise at Walmart, cited consumer demand for convenient protein sources as the strategic rationale, noting that Khloud's positioning around approachable functional foods aligns with how Walmart is building out its wellness assortment. For operators and buyers tracking the functional snack and better-for-you food trends reshaping center-store sets, the Walmart exclusivity deal signals continued retailer appetite for branded wellness items at accessible price points.
What It Means for Operators
For foodservice and hospitality buyers, the Khloud Plus launch illustrates where better-for-you snacking is heading: consumers increasingly expect protein and additional functional ingredients — collagen, adaptogens, prebiotics — to arrive in familiar, craveable formats rather than clinical packaging. The chip format, in particular, has become a battleground for functional ingredient delivery, a shift that beverage and snack industry analysts have tracked as protein moved from gym culture into mainstream grocery. At $3.48 per bag, Khloud Plus also tests whether collagen-fortified snacks can hold a mass-market price position without migrating to premium shelf tiers — a pricing experiment worth watching as the category matures.
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.
