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Ella’s Kitchen

The UK’s number one baby food brand and pioneering voice of early childhood nutrition.

Ellas Kitchen Homepage Hero Desktop Ellas Kitchen  Homepage Hero Mobile



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Appointed as Ella’s digital agency, Abstrakt embarked on their digital transformation, migrating them onto Craft CMS with Craft Commerce from Shopify.

Ella's Kitchen wanted an ecommerce that seamlessly combined content, commerce and community, to deliver a personalised, content-led shopping experience.

With major emphasis on personas and audience need, we created a purchasing journey which builds relationships and brand loyalty. Our mobile-first approach optimised the site for its users; recipes and helpful articles for discovery and a usable, intuitive shopping experience. Supercharging the website with an SEO strategy across core and recipes pages initially, we then optimised products recently to improve visibility and rank.

Ellas Kitchen Before Update 1
Ellas Kitchen After Update 2



Ellas Kitchen About page design
Ellas Kitchen Product and Recipe pages on mobile device
Ellas Kitchen Homepage Moving Image 1
Ellas Kitchen Homepage Moving Image 2
Ellas Kitchen Weaning page design
Ellas Kitchen mockups of website design on devices
Ellas Kitchen Recipe page design alongside child happily eating
Ellas Kitchen collection of web page designs
Ellas Kitchen weaningb page design

The results


increase in organic traffic


increase in organic revenue


increase in organic page views

"Abstrakt have been brilliant in guiding and helping us completely transform our website design, architecture and infrastructure. 

Along every stage of our project, they have offered their expertise and recommendations clearly and honestly always with our brand values, parents and carers and kids first approach at the forefront of their thinking. It has been a pleasure to work with the whole team, who are all committed and hardworking and intent on delivering the very best outcome. We definitely view Abstrakt as an extension of our Friends team at Ella’s."

Brigitta Carter | Assistant Digital Brand Manager | Ella's Kitchen

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