Celebrity brands and protein trends: Here’s where the star-powered supplement market is headed
Protein has moved from gym-bag staple to mainstream wellness obsession, and a growing roster of celebrities is betting their names on it. From Khloé Kardashian’s popcorn to Venus Williams’ plant-based shakes, star-powered nutrition lines have become a recognized trend each promising a cleaner, more convenient or more targeted way to hit your daily protein goals.
Here’s a look at the celebrity protein brands drawing attention right now, what’s actually in them and how each product positions itself in an increasingly crowded market.
Khloud by Khloé Kardashian protein popcorn and chips
Khloé Kardashian’s brand, Khloud, leans into snackable formats. Its Protein Popcorn delivers 7 grams of protein per serving by using milk protein isolate to boost the protein content of a classic snack. The line has expanded across a wide range of flavors, spanning sweet, savory and limited-edition releases.
Protein Popcorn is currently offered in White Cheddar, Sweet & Salty Kettle Corn, Olive Oil & Sea Salt, Cinnamon Roll, Truffle & White Cheddar, Dill Pickle and Birthday Cake, along with a Jalapeño Queso exclusive release.
Khloud also makes Protein Chips, available in Nacho, Sweet Heat and Buffalo.
Writing for Food Network, Sabrina Choudhary notes “Like the popcorn, Khloud Protein Chips contain seven grams of protein per serving. For context, the Institute of Medicine recommends that adults eat 50 to 175 grams of protein per day, based on a number of factors including age, body weight and exercise. (Most Americans already consume enough protein.)”
Happy Viking by Venus Williams plant-based protein and fiber
Tennis champion Venus Williams co-founded Happy Viking, a plant-based line built around what the brand calls its “30/10 rule.” Each serving of the flagship shake delivers 30 grams of plant-based protein sourced from pea and brown rice, plus 10 grams of fiber. The formula is designed to do more than fuel workouts it’s positioned as a broader wellness product.
According to Happy Viking “The brand’s flagship superfood protein and meal replacement powders are built around a ‘30/10 rule,’ meaning they deliver 30g of plant-based protein (from pea and brown rice sources) and 10g of fiber per serving. They also include over 100 superfoods, vitamins, probiotics, and DHA-Omega 3s designed for muscle recovery, brain health, and immunity.”
MOSH by Maria Shriver and Patrick Schwarzenegger brain-focused protein bars
Co-founded by Maria Shriver and Patrick Schwarzenegger, MOSH markets its bars as protein snacks with a brain-health focus rather than a straightforward muscle or recovery product. The brand builds its lineup around ingredients associated with cognitive health.
The MOSH Core Protein Bar line includes Peanut Butter Chocolate Crunch (Shriver’s favorite flavor), Peanut Butter Crunch, Chocolate Brownie Crunch, Cookie Dough Crunch, Blueberry Almond Crunch, Lemon White Chocolate Crunch, Birthday Cake and Cookies & Cream.
For shoppers looking for a bigger protein hit, MOSH also makes a High Protein line delivering 20 grams per bar in Peanut Butter Cup, Chocolate Sea Salt and Oatmeal Chocolate Chip.
PureGenius Protein by Mel Robbins protein shots
Mel Robbins’ co-founded brand, PureGenius Protein, takes an unusual approach to the category. Instead of shakes or bars, PureGenius sells small, juice-like protein shots designed for on-the-go use. The 3.38 fl oz shots contain 100 calories, zero sugar, zero fat and no artificial flavors or sweeteners, and are shelf-stable and gluten-free.
Flavors include Blueberry Lemonade, Strawberry Guava, Watermelon Berry, Lemon Lime and Pineapple, the brand’s original launch flavor.
According to the brand “Pure Genius Protein shots are 100 calories, zero sugar, zero fat, shelf-stable, and gluten-free, with no artificial flavors or sweeteners. It has a surprising, fruit-forward flavor, zero chalkiness, and tastes just like drinking juice. Co-founded by Mel Robbins, Pure Genius Protein is designed to make getting high-quality protein on the go more convenient and accessible for real life.”
The brand also states “It’s the single most convenient, delicious, and high quality protein source you can find on the go. It requires no refrigeration, no mixing, and at just 3.38 fl oz, you get the fuel you need with zero bloat. 92% of the calories in the shot come from protein, making it one of the highest impact, low calorie protein options available today. It tastes like juice and is pocket sized, meaning you can take it everywhere you go.”
Performance Inspired by Mark Wahlberg a full supplement lineup
Mark Wahlberg co-founded Performance Inspired Nutrition with Tom Dowd, and unlike most celebrity brands on this list, it spans a full supplement stack. The lineup covers protein powder, protein bars, pre-workout, creatine and recovery supplements. Its Whey Protein delivers 25 grams of protein per serving.
According to the brand’s website “Performance Inspired Nutrition was founded by Mark Wahlberg and Tom Dowd, who first connected over their shared passion for the health and fitness world. They also shared something else a frustration over the lack of clean, effective nutritional supplements available on the market. Mark and Tom realized that most of the products out there were packed with artificial sweeteners, fillers, and synthetic ingredients, and they wanted to make a change. That’s when Performance Inspired Nutrition was born. PI is a company committed to clean, effective nutritional supplements that are designed to help you meet your health and fitness goals.”
Zac Efron and Kodiak Cakes high-protein oatmeal
Zac Efron’s role as chief brand officer for Kodiak Cakes produced the Apple Brown Sugar Pecan Oatmeal, a high-protein twist on an everyday breakfast. Each packet delivers 14 grams of protein along with chia seeds, pumpkin seeds, cranberry seeds and prebiotic fiber. Boxes contain six instant packets that can be prepared with hot water or in the microwave.
In an Allrecipes article by Bailey Fink, Efron is quoted from a press release: “My goal was to create an oatmeal that’s really delicious, and really good for you so with less sugar and more nutritious ingredients. I think we nailed it, and I’m really excited for people to try it. And I’m extremely grateful that Kodiak has decided to donate a portion of every sale towards a cause that’s important to me wildlife preservation.”
According to PR Newswire “Boasting 14 grams of protein and packed full of some of Zac’s favorites including chia seeds, pumpkin seeds and cranberry seeds, the oatmeal goes beyond the typical breakfast to ensure every consumer is fueled to live epic days and wilder lives. Plus, with the unique addition of prebiotic fiber, the new protein-packed product provides breakfast eaters with the perfect option to achieve any nutrition-based new year’s goals.”
What celebrity protein brands share in common
Across these lineups, a few themes stand out. Each brand attaches its celebrity founder to a specific format snacks, shakes, bars, shots, supplements or breakfast and pairs it with a marketing hook, whether that’s convenience, plant-based sourcing, brain health, clean ingredients or wildlife philanthropy.
Grams of protein per serving vary widely, from 7 grams in a bag of Khloud popcorn to 30 grams in a Happy Viking shake, giving shoppers a range of options depending on how they’re trying to hit their daily target.
This article was created by content specialists using various tools, including AI.