Consolidating a fragmented custom stack onto Shopify for a £28.3m pet food brand
Client
Industry
Pet care
Scrumbles is a UK subscription-led pet food brand making gut-friendly food for cats and dogs, scaling across grocery and DTC at the same time.
UK cat and dog owners buying gut-friendly food, with a strong subscribe-and-save base.
The Challenge
Consolidate the stack, migrate fragile integrations, and put day-to-day merchandising back within reach of the internal team.
Years of bespoke work with custom logic outside the theme editor and thin handover documentation; a pet recommendation quiz running on AWS apart from the rest of the stack; subscriptions on Recharge with little control over storefront presentation; checkout unable to allocate postcode-aware shipping across England.
Solution
We treated the engagement as a platform consolidation: the custom quiz app moved from AWS to Gadget with cleaner data models, subscriptions moved from Recharge to Skio with custom widgets, Shopify delivery functions now price shipping by postcode zone, and the theme was rebuilt so merchandising lives in Shopify. Metaobject and metafield definitions were redesigned so content, product data and app logic share one architecture.
AWS to Gadget app migration; Recharge to Skio migration with custom subscription widgets; postcode-based delivery functions; pet recommendation quiz feeding Klaviyo segments; feeding calculator; merchant-friendly Shopify 2.0 theme; metaobject and metafield architecture.
Used Shopify apps and theme
Result
Scrumbles now runs on infrastructure its team can access and iterate. The Grocer reported revenue of £28.3m for the year to May 2026, up 68%, with DTC the fastest-growing channel. On the storefront, quiz-driven Klaviyo segmentation lifted gross sales by 39% and total orders by 29% over six months, while returns fell 10%.
Baseline Metrics(after)