NudFud

NudFud is a Toronto-based plant-based snack company founded by Julia Kirouac, a certified holistic nutritionist. The brand makes organic, vegan, paleo, and keto-friendly crackers and snacks from whole fruits, vegetables, and seeds. No flour, no stabilizers, no added sugar, no shortcuts. NudFud is independently owned and women-operated, sold across Canada, the United States, and Asia, and available in over 50 retail locations alongside their direct-to-consumer online store.

Julia started NudFud as a protest against what she saw happening in the food industry. The brand’s entire identity is built on transparency and real ingredients. The e-commerce platform needed to reflect that same standard.

NudFud had a problem that most health food brands share: the product requires explanation. A shopper landing on a cracker page needs to understand what makes it different from the hundreds of other “healthy” options on the shelf. They want to see the full nutritional panel, understand the certifications (USDA Organic, Canada Organic, Vegan, Gluten-Free, Paleo, Keto), and compare variants before they commit.

The existing site was not doing that work effectively. Product pages lacked the depth of nutritional information that health-conscious shoppers expect. The subscription model, which is critical for a consumable product, was not presented clearly enough to drive recurring revenue. And the team had limited ability to update product content, nutritional data, or promotional material without developer help.

On top of that, NudFud serves two markets with different currencies. Canadian and American customers both shop on the same site, and the experience needed to handle geolocation-based currency switching, separate shipping zones, and localized pricing without friction.

The brand also sells through retail partners across Canada. Customers needed a way to find NudFud in stores near them, not just order online.

We chose to build on WordPress with WooCommerce rather than a hosted platform like Shopify. The decision came down to control. NudFud’s product pages are not standard e-commerce layouts. Every product needs a full nutritional facts panel, ingredients list, certification badges, preparation instructions, and variant-specific nutritional data (different flavours have different profiles). That level of structured content requires deep customization that would have been constrained on a more opinionated platform.

The product page became the centerpiece of the build. We designed it to answer every question a health-conscious shopper might have before they reach for the “add to cart” button. A tabbed nutritional facts display shows calories, protein, fat, carbs, and micronutrients per serving, and updates automatically when customers switch between variants. Visual certification badges (USDA Organic, Vegan, Keto, Paleo, Gluten-Free) communicate key attributes at a glance. A custom “Why You’ll Love It” section reinforces benefits with focused messaging and supporting imagery.

For subscriptions, we needed to make subscribing feel obvious without being aggressive. The purchase area presents one-time and subscription options side by side, with the subscription discount percentage prominently displayed (“Subscribe & Save 15%”), a delivery frequency selector, clear cancellation messaging, and a direct price comparison showing savings. The goal was to make the value proposition so transparent that subscribing becomes the rational choice.

We structured the content management layer using Advanced Custom Fields so the team could update nutritional facts, ingredients, product highlights, badges, and FAQ content per product and per variant without touching code. For a brand that launches new flavours and seasonal products regularly, that autonomy is essential.

The multi-currency challenge was solved with geolocation-based detection that automatically shows USD or CAD pricing, with a manual switcher in the header for edge cases. Shipping zones, free shipping thresholds, and rate calculations all adapt based on the customer’s location.

We delivered a fully custom WordPress/WooCommerce platform built from scratch. The build included custom product page templates with variant-specific nutritional panels, ingredients lists, certification badges, and preparation instructions. We integrated WooCommerce Subscriptions with enhanced subscription selection UI, frequency controls, and self-service account management. The cart experience uses a slide-out drawer with real-time updates, subscription details, a free shipping progress meter, and product recommendations. We built a store locator with interactive Google Maps, distance-based filtering, and an online retailers section so customers can find NudFud both in stores and through partner e-commerce sites. Multi-currency support handles USD/CAD geolocation, manual switching, and currency-specific shipping zones. The marketing layer includes an exit-intent popup system, promotional modals, newsletter capture, and a customer review system with star ratings and expert testimonials. The content management system gives the team full control over product data, homepage sections, brand pages, blog content, and educational resources like the Nutrition 101 page. The custom theme is performance-optimized with a Gulp build system, asset minification, image compression, lazy loading, and proper cache headers.

NudFud now has an e-commerce platform that matches the care they put into their products. Shoppers can make informed decisions based on complete nutritional transparency without leaving the product page. The subscription model is clear, flexible, and drives recurring revenue. The marketing team captured over 1,000 email signups through the exit-intent and promotional popup system. And the store locator connects online shoppers with 50-plus retail locations when they prefer to buy in person.

Most importantly, the team has real control over their content. New products, seasonal launches, and nutritional updates happen without developer involvement. For a small, independently operated brand, that kind of autonomy is the difference between staying nimble and being stuck waiting on someone else’s schedule.