Serena Ventures Backs Khloe Kardashian’s New Consumer Brand
Khloe Kardashian has announced the launch of her new food company, Khloud, and its first product, protein popcorn. Its investors include Serena Ventures, William Morris Endeavor (WME), and Shrug Capital.
TechCrunch reported that Kris Jenner and Kardashian hoped to raise $10 million for a business called Khloud in December. K5 Global also invested in the brand, and its associate partner, Jessica Bixby, said the company went on to raise an oversubscribed $12 million round.
Popcorn made with protein
The Kardashians came up with the idea of Khloud after she struggled to include more protein in her diet a few years ago. She told Inc. that she wanted to create protein-packed “snacking foods that you can either give to yourself or your kids, have it be guilt-free, know that it’s real ingredients, great taste—there are no trade-offs.”
She used her nieces and nephews as taste testers to ensure the product ticked all the boxes. The popcorn has around 7 grams of protein which is three times the protein content of other popcorn products, according to Kardashian.
Creating snacks with clean ingredients
Kardashian shares that Khloud’s goal is to offer more nutritious options made from “clean” ingredients. The popcorn comes in three flavors: olive oil and sea salt, sweet and salty kettle corn, and white cheddar.
“We’re starting with popcorn, but that’s just the beginning. We plan to expand into other snacking categories across the store, there’s so much room to reimagine everyday snacks,” Kardashian told TechCrunch.
About Serena Ventures
After her retirement in September 2022, Williams set her sights on the investment sector. With over 14 years of investment experience, she established Serena Ventures in 2014, a venture capital fund to empower women and underrepresented founders.
Williams’ portfolio includes over 85 companies, including healthcare startup HUED and Parfait, led by Black women. Remarkably, 14 companies in her portfolio have achieved unicorn status, each valued at over $1 billion. In January, the VC firm participated in a $10 million seed funding for Teal Health – a women’s health startup founded by Kara Egan (CEO) and Dr. Avnesh Thakor. Her latest investment is Kardashian’s food company, Khloud.
Image: Richard Shotwell/Invision/AP and Khloud
