Functional food startup ‘reimagining energy’

AUSTIN, TEXAS — Green tea caffeine adds a improve to brownies and cookies produced by Electrical power Up Foods, an Austin-based mostly startup focused on expanding energy benefits outside of the beverage set, explained its founder and chief executive officer, Ilene Chen. The brand’s offerings are rolling out to Erewhon and City Outfitters outlets this thirty day period.

The smooth-baked treats are formulated with gluten-absolutely free and plant-dependent substances, like almond flour, organic and natural coconut sugar, organic coconut oil, coconut flour, organic flaxseed and unsweetened oat milk. Merchandise involve chocolate chip coconut cookies and double chocolate brownies, furthermore seasonal objects this kind of as pumpkin spice cookies and peppermint brownies. Every single-serve pack delivers as a great deal caffeine as a cup of espresso.

“Naturally people are likely to affiliate caffeine with drinks and liquids,” Ms. Chen mentioned. “The complete manufacturer ethos of Ability Up Foodstuff is reimagining power and how we eat it.”

A particular perk is portability, she claimed, noting, “If you’re a occupied mom or anyone on the go, you can bring this very little snack pack with you and you’re not sloshing espresso all around.”

L-theanine, an amino acid in inexperienced tea, thwarts the jittery outcomes of caffeine to give sustained vitality, she included.

Prior to launching Electrical power Up Meals, Ms. Chen held company stints in finance and technology, relying on quite a few cups of coffee or matcha through demanding times.  

“It was only a subject of time just before the lightbulb went off in my head, like, ‘why really do not I blend my each day caffeine with my everyday snacks’ since I was snacking on cookies every afternoon anyway,” Ms. Chen said. “That’s how it all commenced. I necessary an afternoon select-me-up.”

She analyzed hundreds of recipes, collecting feed-back from coworkers, and began advertising caffeinated energy bites final yr.

“I realized I would regret not getting this opportunity on myself, and I seriously thought there was a sector out there for my product or service, so I still left my day position at the close of 2021, and I’ve been carrying out this comprehensive time given that,” she claimed.

She additional brownies and cookies to the lineup before this calendar year, then phased out the unique electricity bites after transitioning production to a deal manufacturer. Now, the products are available on the internet at and in unbiased specialty outlets and company places of work. City Outfitters, which expenses by itself as a lifestyle retailer specializing in on-pattern and classic products, represents the brand’s most significant retail account to date.

“My overarching eyesight for the brand name has been extremely large,” Ms. Chen reported. “I’d like to have Electric power Up Meals basically exchange a great deal of the unwieldly nutritional supplements and supplements persons are having in definitely good-for-you, good-tasting items.” 

Christopher Lewis

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