Reality TV stars and entrepreneurs Khloe Kardashian and Kris Jenner are seeking to raise $10 million for their new venture, Khloud, according to a recent SEC filing. The company, which started raising funds last month, has already secured $4.49 million in investments.

The SEC filing reveals that 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 Global, is also affiliated with the new 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 Global before his arrest.

Trademark filings suggest that Khloud may be focused on the snack and supplement industry, with applications covering popcorn, granola, and other types of snacks, as well as protein supplements. Internet sleuths are already speculating about the company's product line, with many predicting a protein popcorn brand.

The involvement of Khloe Kardashian and Kris Jenner in Khloud is likely to generate significant buzz and attention in the business and entertainment communities. As successful entrepreneurs and reality TV personalities, the duo has a proven track record of building successful brands and leveraging their celebrity status to drive business growth.

While details about Khloud's product line and business strategy remain scarce, the company's ability to raise significant funds in a short period suggests that investors are betting on the Kardashian-Jenner brand's ability to disrupt the snack and supplement industries. As the company continues to raise funds and build its team, it will be interesting to see how Khloud positions itself in the market and whether it can live up to the hype surrounding its launch.

TechCrunch has reached out to K5Global, the attorney listed on the trademark filing, and Khloe Kardashian's representative for comment, but has yet to receive a response. As more information becomes available, we will continue to provide updates on this developing story.

The launch of Khloud marks an interesting intersection of celebrity entrepreneurship and innovation, with the potential to disrupt traditional industries and create new opportunities for growth. As the company continues to evolve, it will be important to watch how it navigates the challenges of building a successful brand while leveraging the power of celebrity influence.