Today we’d like to introduce you to Ilene Chen.
Hi Ilene, thanks for joining us today. We’d love for you to start by introducing yourself.
Thank you so much for having me! I’m the founder of a healthy snack brand, Power Up Foods, or PUFs for short. The idea for PUFs came after my coffee addition led to an emergency room visit a few years ago. I ended up being okay, but the scare led me to quit coffee the next day.
I still needed an energy boost to get me through long workdays and discovered the benefits of green tea caffeine. The combination of caffeine and l-theanine was magical, keeping me focused and energized over time, without the jitters or anxiety I would feel from drinking too much coffee. I started tinkering around with recipes in my kitchen, making energizing snacks with green tea caffeine to get me through my workdays.
Fast forward a few years and hundreds of recipes later, Power Up Foods was born! PUFs are mainly sold through our website online. We are also sold in a few local Austin retail stores and nationwide wholesale accounts, and we’re very excited to continue growing!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Far from it! So much of the journey has been highs and lows, and I think that’s par for the course with starting your own business and figuring it out along the way. A few challenges that are top of mind:
1. Bootstrapping: PUFs is currently fully bootstrapped, so every dollar spent is very carefully considered. I’ve had to get very creative and learn how to design our website, create new packaging designs, shoot and edit photos, and countless other tasks.
2. Time and energy allocation: Because I’ve chosen to bootstrap PUFs to-date, optimizing my time and energy is very important. I like to delve deep and really understand all aspects of the business, from product formulation and production to marketing strategy to customer service, but it’s crucial for me to figure out the highest value use of my time.
3. Falling into the comparison trap: It is so easy to look at competitors and peers and feel like you aren’t growing fast enough or to feel like you’re behind. This is something I struggle with often, and I try to have my blinders on and focus on what’s best for PUFs and stay in my lane. It’s easier said than done but definitely helps bring peace of mind.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Power Up Foods, or PUFs, is an energizing healthy snack brand. Our mission is to create delicious food to power you through your day, without compromising on taste or quality. Our current product lineup consists of brownies, cookies, and energy bites made with green tea caffeine for sustained, focused energy without jitters. PUFs are vegan, gluten-free, and free of refined sugar.
We believe PUFs stands out in the market as an alternative energizing food choice that gives you sustained, focused energy without jitters. Each serving has as much caffeine as a small coffee, 95mg, and is made with green tea caffeine. PUFs are vegan, gluten-free, and free of refined sugar, and we are proudly woman-owned and operated. We are proud to have started PUFs with no connections in the food space, to be bootstrapping the business of our dreams, and to be growing and constantly learning along the way. We are passionate about reimagining energy and how we consume it, and we’re so excited for PUFs to become a household name!
What do you like best about our city? What do you like least?
I love the food & beverage scene in Austin. The community here is truly unmatched! Local support for locally owned businesses is also incredible. I live downtown and love that Lady Bird Lake is so accessible.
Contact Info:
- Email: info@powerupfoods.com
- Website: https://powerupfoods.com/
- Instagram: https://www.instagram.com/powerupfoods/
- Other: https://www.tiktok.com/@powerupfoods
