Peanut Butter & Co — CPG Brand Storefront on Shopify
A Shopify storefront for a family-owned CPG brand best known for its ten peanut butter flavours, extended into powders, almond butter, chocolatey hazelnut spreads, cookies, gift assortments and merch. Because most of its volume moves through grocery retail, the site is built as a dual-purpose brand hub: a store locator for shoppers who buy in-aisle, alongside DTC ordering with subscriptions, case-quantity purchasing, gift boxes and a foodservice enquiry channel. Recipe and blog content, a brand-ambassador programme, farm and sustainability pages, and diet-led collections (keto-friendly, chocolate lovers) carry the demand-generation side.
Peanut Butter & Co — CPG Brand Storefront on Shopify
A Shopify storefront for a family-owned CPG brand best known for its ten peanut butter flavours, extended into powders, almond butter, chocolatey hazelnut spreads, cookies, gift assortments and merch. Because most of its volume moves through grocery retail, the site is built as a dual-purpose brand hub: a store locator for shoppers who buy in-aisle, alongside DTC ordering with subscriptions, case-quantity purchasing, gift boxes and a foodservice enquiry channel. Recipe and blog content, a brand-ambassador programme, farm and sustainability pages, and diet-led collections (keto-friendly, chocolate lovers) carry the demand-generation side.
The brief
The challenge, and how we approached it
01
The challenge
Most CPG brands sell where the customer already is — the supermarket aisle — so a DTC site can't compete on convenience or price for a $6 jar. It has to earn its place another way: sending shoppers to retail without losing them, making direct ordering worthwhile at case and subscription scale, and giving people a reason to visit a peanut butter website at all.
02
Our approach
The site treats retail and direct as one funnel rather than rivals. A store locator serves in-aisle shoppers; subscriptions, 12-count case ordering, gift assortments and merch make direct purchase worth the shipping; and free shipping over $49 with $5 flat rate over $35 is calibrated to push baskets to multi-jar. Recipes are the traffic engine — a dedicated recipe blog plus a news blog give a low-consideration product a reason for repeat visits and organic search reach. Collections are cut by intent, not just product type (keto-friendly, chocolate lovers), so dietary searchers land correctly. Reviews are shown as product-attributed quotes with the jar pictured, so the social proof reads as flavour-specific. A foodservice page opens a separate B2B channel, and a brand-ambassador programme extends reach.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
“
★
★
★
★
★
Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderPeanut Butter & Co
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
More case studies
Other work worth reading
Long-form studies from the same team, with the numbers behind them.
Drop your details and we’ll send back an 8-min Loom with 5 prioritized growth opportunities: no commitment, no sales pitch.
✓
Got it. We’re on it!
Thanks for reaching out. A senior strategist will reply within 24 hours with next steps and (if you opted for an audit) a Loom walkthrough within 48 hours.
