Eagle Foods
Custom WordPress Website & Recipe Experience Overhaul
Client
Eagle Foods
Industry
Location
United States
Overview
Eagle Foods is a well-known consumer packaged goods company that produces iconic food brands, including Eagle Brand, known for its classic condensed milk products often used in seasonal and everyday baking. With a strong legacy and loyal customer base, the brand needed a modern digital presence that could support evolving consumer behavior and shopping habits.
The Challenge
Eagle Foods approached CloudMellow with a clear set of goals to elevate their digital presence and support growth in recipe-driven product usage. The existing website was outdated, difficult to manage internally, and not optimized for today’s user expectations – particularly in terms of mobile experience, search behavior, and recipe engagement.
Eagle wanted a refreshed online experience that would better showcase how consumers could use its products, with a strong emphasis on an improved and easier-to-navigate recipe section. A clean site structure, intuitive user flow, and updated brand messaging were crucial for engaging their target audience and driving product discovery. Mobile optimization was also a top priority, as more users were browsing in real time while shopping—making it critical that the site performed seamlessly across all devices.
Beyond the front-end experience, Eagle needed a site that their internal team could easily manage. Their previous platform made it difficult to update content, imagery, and seasonal promotions without outside support. To address these limitations, CloudMellow designed a flexible WordPress solution that empowered the Eagle team to manage updates efficiently, while supporting a scalable content strategy centered around recipes and brand storytelling.
Key Challenges Included:
- A website layout and content structure that didn’t reflect the updated brand message or emphasize recipe discovery.
- A non-user-friendly recipe section that hindered user browsing, searching, and engagement.
- Difficulty for internal teams to manage seasonal content, promotions, and imagery due to a rigid backend.
- Lack of responsive design to capture the growing mobile traffic – especially critical for on-the-go shoppers and in-store mobile searches.
- No efficient system is in place to migrate hundreds of existing recipes without significant manual labor.
Our Solution
CloudMellow delivered a full-scale custom website redesign utilizing WordPress, built to modern CPG marketing standards and tailored to the needs of Eagle Brand’s audience and internal team.
User Experience Strategy & Website Architecture
We began by restructuring the site’s navigation and flow to support recipe discovery, product usage inspiration, and e-commerce pathways. The new menu emphasized high-traffic content areas, particularly the recipe library, while streamlining user journeys with clear CTAs and visual content blocks.
Custom Recipe Experience
A top priority was the complete overhaul of the recipe section—both in design and backend structure. Our team:
- Created a new category-driven recipe library with user-friendly filters (e.g., “5 Ingredients or Less,” “No Bake,” “Holiday Favorites”).
- Introduced a “My Recipe Box” feature for logged-in users to save and revisit favorite recipes.
- Designed each recipe page to include rich visuals, easy-to-follow instructions, and prominent links to the products used, enhancing product discoverability and driving purchase intent.
Technical Upgrades & Custom Functionality
- We built a custom recipe importer to automate the migration of hundreds of legacy recipes into the new format, saving the Eagle Foods team months of manual labor.
- Integrated responsive design across all breakpoints to ensure an exceptional experience for mobile-first shoppers.
- Optimized page load speeds and SEO to improve site performance and search engine visibility.
Content Management and Training
The new WordPress CMS was customized to give Eagle Foods full control over:
- Seasonal Promotions
- Homepage messaging
- Recipe and product content updates
Upon website launch, CloudMellow provided full training and ongoing support to ensure the internal team could confidently manage the site post-launch.
Results
Following the launch of the new website, Eagle Foods saw immediate and sustained improvements in site engagement, usability, and operational efficiency.
Key outcomes included:
22% Increase
in website page load speeds
23% Increase
in Website SEO score on Google
50% more users
after the first three months of Website launch
50% saving time
Content management time cut in half due to backend flexibility and recipe importer automation
Customer Satisfaction
Improved customer satisfaction with site usability around finding and saving recipes.
Stronger Conversion
Stronger conversion intent through product-to-recipe linking and in-store search behavior.