Khloud Foods appoints Jeff Rubenstein as CEO
Rubenstein’s immediate focus will be on accelerating retail expansion, with Khloud products set to launch at Walmart, Kroger, Albertsons, and Ahold this fall.
USA – Khloud Foods, the fast-growing protein snack brand founded by media personality Khloé Kardashian, has named Jeff Rubenstein as its new Chief Executive Officer.
The appointment signals a strategic push to scale the company’s retail footprint, diversify its product portfolio, and deepen its cultural relevance among Gen Z and Millennial consumers.
Rubenstein brings over two decades of experience in the consumer-packaged goods industry, with leadership roles at category-defining brands including Poppi, Vita Coco, and Health-Ade.
Most recently, he served as President and Chief Growth Officer at Poppi, the prebiotic soda brand acquired by PepsiCo earlier this year.
He began his career in brand management at The Coca-Cola Company.
“Khloud has already proven it can capture attention in a crowded category,” said 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.”
Rubenstein’s immediate focus will be on accelerating retail expansion, with Khloud products set to launch at Walmart, Kroger, Albertsons, and Ahold this fall.
The brand, which debuted in April 2025 with its flagship protein popcorn, is already available nationwide at Target and online through Thrive Market, GoPuff, and khloudfoods.com.
“Khloud’s early traction shows the demand for cleaner snacks that deliver on both taste and functionality,” said 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.”
In tandem with Rubenstein’s appointment, Khloud Foods also named Michael Maya as Chief Supply Chain Officer.
Maya previously led operations at Poppi and held senior roles at Calavo Growers, Jenny Craig, and Delicato Family Wines.
His expertise will be critical as Khloud ramps up production to meet growing consumer demand.
The brand’s positioning taps into one of the fastest-growing trends in wellness: protein snacking.
With protein now the most searched snack category on Google and a top nutrient for younger demographics, Khloud aims to deliver high-protein options in a more feminine, lifestyle-driven format.
As Khloud enters its next phase, Rubenstein’s leadership is expected to guide the brand from breakout success to sustained category influence.
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