Khloud, the protein snack brand co-founded by Khloé Kardashian, is bringing hydrolyzed collagen into the better-for-you chip category with Khloud Plus Collagen Protein Chips, a reformulated chip that delivers 17g of total protein — including 2g of hydrolyzed collagen — per 1.6 oz. bag. The line launches exclusively at Walmart on August 10, priced at $3.48 per bag, with an all-new Jalapeño flavor available only at the retailer.
Formulation Rationale
The functional upgrade centers on hydrolyzed collagen, a enzymatically processed form of the structural protein that breaks peptide bonds into shorter chains for faster gastrointestinal uptake. Olivia Weihe, Senior Director of R&D at Khloud, said the team prioritized bioavailability when selecting the collagen type. "By formulating with hydrolyzed collagen — a highly digestible form of collagen — we created a snack that brings together two complementary functional benefits in one snackable bite, without relying on pills, powders or supplements," Weihe said. The tortilla chip format preserves the brand's existing texture and crunch profile, with the finished formulation remaining gluten-free, non-GMO, and free of seed oils.
The 2g collagen dose per serving sits at the lower end of the range studied in peer-reviewed research — most clinical endpoints for joint and skin outcomes have been evaluated at 5g to 10g daily — but positions the chip as an accessible entry point for collagen-curious consumers who have not yet adopted supplement regimens. For operators and retailers, the structure-function framing avoids explicit disease claims while leaning on the ingredient's widespread consumer familiarity, a calculated positioning move that mirrors broader collagen and protein trends in the functional snack aisle.
Retail Strategy and SKU Count
The Walmart-exclusive launch includes four chip flavors — Sweet Heat, Nacho, Buffalo, and the new Jalapeño — plus a Variety Pack (Nacho, Buffalo, Sweet Heat) at $9.99. Locking the debut inside a single mass-market retailer concentrates velocity data and limits promotional complexity during the initial period, a common approach for emerging functional CPG brands testing incremental SKUs. Kristin Piper, Vice President of Wellness Merchandise at Walmart, framed the pickup around the retailer's wellness growth agenda: "Customers are looking for convenient ways to get more protein into their day without sacrificing taste, and Khloud Plus delivers on both."
The launch lands as the broader collagen ingredient market and protein-snack segment continue to converge in retail. Collagen-fortified food and beverage products have proliferated in the past three years across bars, RTD beverages, and now salty snacks, driven by consumer demand that research firms consistently rank among the fastest-growing functional ingredient categories. Hydrolyzed collagen's neutral taste profile and processability in extruded snack formats have made it a formulator's preferred choice over gelatin or raw collagen peptides when heat and shear stability are required.
For brands in the better-for-you snack space, Khloud Plus signals that collagen has cleared the crossover threshold from specialty supplement to mainstream snack ingredient — a transition that carries both market opportunity and ingredient-sourcing implications for co-manufacturers and private-label operators evaluating their own protein-plus-collagen finished formulations.
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.
