Have you ever met a chicken? They’re the most beautiful, weird, wonderful and wildly entertaining creatures. They also provide delicious eggs. Combine these two attributes and it’s no surprise the U.S. backyard flock category has grown over 6% in urban and suburban geographies. As an established leader in chicken feed, Purina Animal Nutrition estimates up to 5% of U.S. households have backyard chickens, and the average flock hosts 12-14 “girls.” The yard-to-table movement is clearly booming, but two challenges exist: Flock feed is quite hard to find in urban retail, and urban folks prefer “smaller batch,” non-GMO, organic brands—attributes the Purina brand would struggle to overcome.
Hen Up was created by people who have backyard flocks of their own. We love our girls' quirky nature, and we love fresh eggs. We get the allure, and the challenge, of raising chickens. Combine that with our broader Purina team, who have decades of poultry health and nutrition experience, and we felt confident about data which suggested exploring an opportunity in urban and suburban markets. So, we created something entirely new: Hen Up™—a brand of totally organic, non-GMO, super simple chicken feed for a digital-first, social-first urban flock owner. Packaging is designed to thrive on e-comm screens.
Four products are currently sold on Chewy and Amazon, exceeding initial sales projections.