Khloud, the fast-growing protein snack brand founded by Khloé Kardashian, has appointed Jeff Rubenstein as CEO. The executive hire comes as Khloud builds on early momentum and prepares for its next phase of retail expansion, with launches planned at Walmart, Kroger, Albertsons, and Ahold this fall.

Rubenstein, former president and chief growth officer at Poppi, brings extensive experience scaling high-growth consumer brands. He began his career in brand management at The Coca-Cola Company and later helped drive rapid growth for category-defining brands including Poppi, Vita Coco, and Health-Ade. At Khloud, Rubenstein will focus on accelerating retail expansion, broadening the product portfolio, and building a culturally connected consumer brand.

“Khloud has already proven it can capture attention in a crowded category,” says Khloé Kardashian. “Jeff understands how to take that momentum and turn it into long-term growth. His leadership and operational discipline is exactly what we need as we expand into thousands of new doors and continue to connect with the next generation of snackers.”

“Khloud’s early traction shows the demand for cleaner snacks that deliver on both taste and functionality,” says Jeff Rubenstein. “I’m excited to partner with Khloé and the team to scale this momentum, deepen our retail footprint, and continue to drive cultural connectivity.”

To support this growth, Khloud has also named Michael Maya chief supply chain officer. Maya brings deep experience building agile, resilient operations across food and beverage companies. He will oversee manufacturing and supply chain systems to ensure Khloud can meet consumer demand.

“With retail partners already expanding distribution, operational strength is critical,” says Rubenstein. “Michael’s expertise ensures that as Khloud grows, we deliver consistently on both quality and scale.”

Khloud Protein Popcorn launched direct-to-consumer and at Target nationwide on April 29. The brand is also available online at Thrive Market, GoPuff, and khloudfoods.com.

Related: Khloé Kardashian’s Khloud Popcorn expands its reach