Khloe Kardashian, Kris Jenner are raising money for a new consumer startup

Khloe Kardashian and Kris Jenner are looking to raise $10 million for a new business called Khloud, according to an SEC filing. 

Per the filing, which was listed on Tuesday, the company started raising last month and has already raised $4.49 million. Trademark filings show that earlier this year, trademarks affiliated with Khloud were filed to cover popcorn, granola, and other types of snacks, with one also filed to cover protein supplements. 

Bryan Baum, a serial entrepreneur and co-founder of the venture firm K5 Global, is listed as CEO, per the SEC filing. Michael Kives, the other co-founder of K5, is also listed as being affiliated with Khloud, which perhaps is not surprising as he has close ties to the Kardashian-Jenner family, including helping Kendall Jenner launch her 818 Tequila line, as reported by the Wall Street Journal. He also made headlines last year for his ties to Sam Bankman-Fried, who invested $700 million in K5 before the crypto founder’s arrest, the New York Times reported. The outlet called Kives “super connected,” since he introduced Bankman-Fried to Hollywood power players like Katy Perry and President Bill Clinton. 

Internet sleuths are already on the case regarding what Khloud could be, with speculation mounting that this will probably be a protein popcorn brand of some sort. 

TechCrunch has approached K5Global, the attorney listed on the trademark filing, and Khloe Kardashian’s rep for comment. 

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