Once Upon A Farm / Barrel — CPG Commerce Agency

Building LTV and AOV Through Subscription and Build-A-Bundle

Once Upon a Farm creates cold-pressed pouches & plant-rich meals for babies, toddlers, & big kids. To launch the brand to market, Barrel reimagined the website on Shopify Plus to tell the ingredient-first story, build customer loyalty, and encourage product discovery.

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Our Partners

Apps & integrations on this project.

The Opportunity & Impact

As Once Upon a Farm expanded its product lineup and retail footprint, the brand needed a digital experience that could better support discovery, subscriptions, and bundled purchases. The opportunity was to create a scalable Shopify foundation that clearly communicated the brand’s ingredient-first story while making it easier for parents to explore and shop.

80%↑

increase in DTC sales

5600%↑

increase in sessions

100%↑

conversion rate increase

Barrel partnered with Once Upon A Farm to reimagine their website, creating a personalized shopping experience that strengthens customer loyalty, drives product discovery, and supports their mission of providing organic, developmental nutrition for kids.

We restructured O'Farm’s navigation to simplify browsing by age or product and spotlight new organic snacks creating a seamless path to better nutrition.

To build long lasting relationships with O'Farm’s customers, we created a robust Build-A-Box flow on where parents can create custom subscription boxes for their children.

We created a robust subscription experience on Awtomic, making it easy to swap items in their subscription, edit their delivery schedule, and add products to their order.

To navigate parents through O'Farm’s product line, we created a quiz that asks about their child’s age, dietary needs, how much they eat, and flavor preferences to curate the perfect products for their little one.

To introduce the brand to new customers and nurture the relationship with existing subscribers, we designed a suite of automated and marketing emails to strengthen retention and LTV.

We implemented cross-sell and upsell moments throughout the site on the PDP, mini-cart, and checkout to increase their customer's AOV through personalized product suggestions.

We supported O'FARM in their accessibility audit and remediation with Allyant, providing strategic design and development recommendations to achieve AA compliance.

In response to growing concerns about heavy metals in children’s food, Once Upon a Farm added QR codes to their packaging that link directly to product-specific heavy metal reports. We supported this initiative by implementing a dedicated landing page showcasing the brand’s rigorous testing and commitment to transparency.

Why It Matters

The new experience helps Once Upon a Farm translate its mission of organic childhood nutrition into a platform that drives loyalty and repeat purchasing. With clearer product storytelling and flexible subscription options, the site now supports long-term growth as the brand continues to expand.