Khloé Kardashian’s Khloud Protein Popcorn Marks a New Wave in Celebrity Wellness Marketing
With a summer activation at LAX and touchpoints in LA, Khloud highlights how celebrity-backed wellness brands are leaning into experiential marketing to build traction with consumers
Celebrity influence in health and wellness isn’t slowing down. From Jennifer Aniston’s Pvolve partnership to Kevin Hart’s line with Fabletics, stars are increasingly using their platforms to shape how consumers eat, train, and recover.
Khloé Kardashian is adding her name to that mix with Khloud Protein Popcorn, a brand leaning into both the protein boom and marketing strategies to capture attention in a crowded snack aisle.
This summer, Khloud staged an activation at Los Angeles International Airport, rolling a “Fuel Your Flight” trolley through the rideshare lot, one of the most hectic and under-fueled corners of travel. More than 600 bags of popcorn were handed out, each packing 7 grams of protein in approachable flavors like White Cheddar, Sweet & Salty Kettle, and Olive Oil & Sea Salt.
The activation coincided with Khloud’s official entry into the travel retail market, featuring a national rollout in more than 100 Cibo Express stores and exclusive airport lounge sampling.
For Kathleen Braine, Khloud’s marketing leader, the idea was to ground the launch in both fun and function.
“We wanted the launch to feel vibrant and true to Khloud’s emotional promise while still grounding it in the reasons to believe in the new product,” Braine told Athletech News. “We built experiential moments into the flow of LA life, like a vintage trolley rolling to Barry’s in WeHo — showing that Khloud tastes better than a protein shake but still fuels your day — and a ‘Fuel Your Flight’ pop-up at LAX where we handed out 600+ bags to travelers. The goal was to meet people where they are and turn everyday moments into something surprising and joyful.”
credit: Khloud
That “meeting people where they are” strategy reflects a larger shift in how celebrity brands approach wellness. Where earlier celebrity product lines often leaned heavily on image, the current wave is aligning with performance and lifestyle: protein intake, clean ingredients and authentic cultural touchpoints.
“You can’t enter the snack category without building a true brand,” Braine said. “For us, it begins with a product that delivers on both function and taste. From there, it’s about how we show up. We stand for good stuff, zero fluff both in clean, pronounceable ingredients and in the way we engage with the world.”
“That brand promise of fun and the ‘good stuff’ is resonating with consumers as we grow,” she added.
Protein, in particular, has become the anchor for both fitness and mainstream consumers, showing up in everything from cereals to chips. By putting 7 grams of protein into a snack as familiar as popcorn, Khloud is staking a claim at the intersection of indulgence and functional fueling. Travel offered a natural stage for that story.
“Travel is full of unknowns and often leaves people drained,” Braine said. “They want something quick and convenient that gives real fuel for the day, but it also has to taste good. Bringing Khloud into that hustle and bustle was the perfect way to meet consumers at their point of need.”
Even with Khloé Kardashian’s name recognition, Khloud is relying heavily on sampling and real-world connections to convert awareness into loyalty.
“Even in an age where so much happens online, in-person experiences create a kind of connection you can’t replicate on a screen,” Braine noted. “And when you are a product, you have to literally taste to discover, in-person activation and sampling are such an important part of driving brand awareness, discovery, and ultimately loyalty.”
Khloud’s strategy highlights the evolution of celebrity brands in the health and wellness sector. Rather than one-off endorsements, they’re becoming vehicles for long-term brand building in categories that speak to both performance and lifestyle.
“We’re focused on thoughtful growth, broadening our retail footprint, and creating a lasting brand,” Braine said.