Reality TV stars Khloe Kardashian and Kris Jenner are seeking to raise $10 million for a new business venture called Khloud, according to a recent SEC filing. The filing, which was listed on Tuesday, reveals that the company has already raised $4.49 million since it started fundraising last month.

The exact nature of Khloud remains unclear, but trademark filings earlier this year provide some clues. The filings cover a range of snack-related products, including popcorn, granola, and protein supplements. This has led to speculation that Khloud might be a protein popcorn brand, although neither Kardashian nor Jenner has publicly commented on the venture.

Bryan Baum, a serial entrepreneur and co-founder of venture firm K5 Global, is listed as CEO of Khloud. Michael Kives, the other co-founder of K5, is also affiliated with the company. Kives has close ties to the Kardashian-Jenner family, having helped Kendall Jenner launch her 818 Tequila line. He has also made headlines for his connections to Sam Bankman-Fried, the crypto founder who invested $700 million in K5 before his arrest.

Kives' involvement in Khloud is perhaps not surprising, given his "super connected" reputation. He has introduced Bankman-Fried to Hollywood power players like Katy Perry and President Bill Clinton, according to the New York Times. However, the exact role he will play in Khloud remains unclear.

As news of Khloud spreads, internet sleuths are already speculating about the venture's plans. While the trademark filings provide some hints, the lack of official comment from Kardashian, Jenner, or Khloud's leadership has only added to the mystery. TechCrunch has reached out to K5 Global, the attorney listed on the trademark filing, and Khloe Kardashian's representative for comment, but has yet to receive a response.

The involvement of Kardashian and Jenner in Khloud is significant, given their massive social media followings and influence in the consumer space. If Khloud does turn out to be a protein popcorn brand, it could potentially disrupt the snack food industry. However, until more information is available, the exact implications of this venture remain unclear.

One thing is certain, however: the involvement of Kardashian and Jenner in Khloud has already generated significant buzz. As the venture continues to raise funds and build momentum, it will be interesting to see how it develops and what impact it might have on the tech and consumer industries.