Yes, you heard correctly: Khloe Kardashian is selling protein popcorn

The avid snacker said she wanted healthier options for herself and her kids

Just when we thought celebrities couldn't have any more side hustles, Khloe Kardashian has entered the snack business. The star is releasing protein-packed popcorn later this month.

Celebrity brands are no new thing. 

While many of us eagerly rush out to try the newest blush, bronzer or booze from our favourite stars, it’s starting to feel like there aren’t any product lines left for the stars to make their mark on.

Tina Fey made headlines last month when she opened up about her feelings towards celebrity brands on the Good Hang with Amy Poehler podcast.

Speaking to her longtime friend, Fey said, “I have a problem with rich people having a side hustle”, before explaining that celebrities who “already have like $200 million” don’t really need a rosé line, for example.

From shapewear and cosmetics to tequila and socks, the Kardashians have already dipped their toes in countless markets.

Now, Khloe Kardashian has announced she’s joining Kendall in the food and beverage space.

Launching next week, the 40-year-old is bringing her passion for health and nutrition to the snack aisle, selling protein-packed popcorn.

Kardashian explained why she’s tapping into the high protein trend we’re seeing everywhere. Image: Khloud Foods

Khloud protein popcorn

Speaking to People, Kardashian explained why she’s tapping into the high protein trend we’re seeing everywhere. 

“I'm at this stage in my [health] journey for the past few years that I've been really trying to up my protein intake. I'm all about muscle definition and being strong and healthy, not just skinny”, she said.

“Protein wise, I'm not someone that is going to sit down and have steak and eggs all day long, and I need to consume protein. I was going to fitness stores to get protein, grab and go. And they don't taste very well, in my opinion, and they're filled with so much filler and artificial stuff. And I really just wanted something, selfishly, that tasted great, that didn't have a ton of ingredients in it, that I could [fulfill] my protein intake [with].”

I think I'll always be a snacker. I just want to feel good about the things I'm eating. Image: Khloud Foods

Containing three times the amount of protein as many other brands’ popcorn, Khloud Foods’ protein-rich variant will be available in white cheddar, olive oil and sea salt, and sweet and salty kettle corn flavours. 

According to the company's website, the product ‘is crafted from whole-grain corn sourced from Nebraska and is non-GMO, gluten-free, kosher, and free from both seed oils and added flavors. Each serving of Khloud contains 7g of complete protein.’

Reviewers have said ‘the seasonings weren't overpowering but complemented the natural popcorn flavor so well’, while others emphasised that the product doesn’t have the dreaded bland taste that many protein bars do, saying ‘(the milk protein) has little effect on the popcorn’s taste’.

Proud of her latest venture, the star told People,  “I think I'll always be a snacker. I just want to feel good about the things I'm eating”.

Originally published as Yes, you heard correctly: Khloe Kardashian is selling protein popcorn