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Date Established 01/2021
Founder Ilene Chen
Headquarters Austin, TX
Press Contact Ilene Chen


Double Chocolate Brownies
Double Chocolate Brownies $3.90
Coconut Chocolate Chip Cookies
Coconut Chocolate Chip Cookies $3.90
Chocolate Chip Energy Bites
Chocolate Chip Energy Bites $3.90


Power Up Foods (PUFs) is a healthy snack brand on a mission to power you through your day, without compromising on taste and quality. The current product lineup consists of caffeinated brownies, cookies, and energy bites made with green tea caffeine, for sustained, focused energy without jitters or a crash. PUFs are vegan, gluten-free, and free of refined sugar.

Founding Story

PUFs was founded by Ilene Chen after a coffee addiction led to an emergency room visit. The wakeup call led Ilene to quit coffee the next day and learn more about green tea and the benefits of l-theanine. Ilene began incorporating green tea caffeine into her daily routine and was amazed at the sustained, focused energy she felt without getting jittery or anxious. She started experimenting in her kitchen with green tea extract, creating better-for-you snacks she could easily bring to power her through long, busy days. Fast forward a few years and several hundred recipes later, PUFs was born.

Team Bios

Ilene Chen


see bio

Ilene Chen is the founder of Power Up Foods (PUFs), a new healthy snack brand on a mission to power you through your daily life, without compromising on taste and quality. She created PUFs to reimagine energy and how we consume it beyond traditional coffee and energy drinks. Ilene is a Duke alum, and prior to founding PUFs, worked in M&A and in finance and strategy at Zendesk, startups, and BlackRock. She loves a heart-pumping workout, discussions about mental health, and baking all things chocolatey.


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