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Gluten-free brand FREEE serves up a treat with their brand new eCommerce store.


Part of Doves Farm Foods Ltd, FREEE is an ever-increasing popular brand for those looking for gluten-free produce. Previously, FREEE products could be bought directly from the Doves Farm website, but as the brand grew, it was struggling to form its own identity which restricted the brands growth.

With less than 10% cross-pollination between the two brands, it was time for the FREEE brand to launch on its own, whilst maintaining the authority Doves Farm had built over the years.


eCommerce Consultancy

UX/UI Design

Peracto eCommerce Development


Management & Support


Partners & Tech

Key Metrics

Full UX design 

The new eCommerce store has been perfectly designed for the user. Users can purchase FREEE products with limited clicks thanks to the AI-powered on-site search, easy to use navigation and quick buy CTAs on product listing pages.

Productise Content 

Doves Farm is known for its exquisite, mouth-watering content, with detailed recipes and stories from the Farm. FREEE is no exception, each recipe page has been fully merchandised, enabling customers to purchase ingredients, without leaving the page.

One central hub 

Built on Peracto, the platform seamlessly integrates with FREEE’s order management software, Mintsoft and DPD to automate business operations. Integrating with Mapp’s customer experience platform also enables FREEE to deliver personalised messaging to increase user engagement.

First-class product pages 

Each product page has been expertly designed to maximize conversations and AOV. Features include reviews, in-stock information, products the user may also like, tags to products with similar nutritional value and much more.

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