It’s hard not to miss the slew of protein-packed snacks lining the shelves at your local grocery store. More brands are capitalizing on the protein craze, with everything from cereals and pretzels to cookies claiming to pack a protein punch.

Now, your late-night movie snack is getting a muscle makeover. Khloé Kardashian, cofounder of the Good American fashion brand and reality TV star, announced that Khloud Protein Popcorn is set to hit the shelves this week.

“I’ve always been a snacker and constantly on the lookout for options that are convenient, healthy, and actually taste good,” Kardashian said in a statement to the New York Times.

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Each serving of the snack, which does not contain seed oils, offers seven grams of protein and comes in three flavors: sweet and salty kettle corn, white cheddar, and olive oil and sea salt. The protein comes from what the company calls “Khloud dust,” a mix of milk protein and seasoning, per the NYT.

Kardashian is the latest entrepreneur to join the protein obsession. Over 60% of consumers increased their protein intake in 2024, according to a survey by Cargill—and Gen Z and millennials are more inclined to indulge in on-the-go protein than a plate of meat. The global protein-snack industry was valued at over $50 billion in 2024 and is expected to double by 2032.

Protein is an essential macronutrient that supports muscle growth and helps people stay full and energized. It’s generally recommended that adults consume 0.8 to 1.2 grams of protein per kilogram of body weight. Older adults, particularly women in menopause, should increase their intake to up to 1.8 grams per kilogram of body weight, due to age-related muscle loss.

However, the hype for more protein, catalyzed by social media’s high-protein recipes and the rise of protein-infused snacks, may be overstating the nutrient’s importance. People who consume whole foods rich in protein, such as yogurt, beans, legumes, or lean meats, typically meet their daily protein needs.

“Most Americans take in more protein than they need anyway,” Stella Volpe, president of the American College of Sports Medicine and a registered dietitian, told Fortune. Moreover, experts recommend limiting the intake of processed foods, such as packaged snacks, in favor of whole foods that are rich in fiber and protein.

But for Kardashian, a typical protein-packed meal isn’t in the cards.

“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,” Kardashian tells People. “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].”

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Khloé Kardashian gets in on the protein craze with new popcorn brand