Scrumbles
From a fragmented custom stack to a Shopify platform built for gut-friendly growth
Scrumbles is a UK subscription-led pet food brand that reached oContis when a fragmented stack was slowing merchandising and subscribe-and-save growth. oContis consolidated custom apps, migrated subscriptions, and rebuilt the theme so the internal team could run day-to-day commerce again. The Grocer reported revenue of £28.3m for the year to May 2026, up 68%, with DTC still the fastest-growing channel.
- Brand
- Website
- Year2025–present
0 %
Revenue growth (year to May 2026)
£ 0 m
Revenue (year to May 2026)
0 %
New-to-brand pouch buyers
The challenge
Scrumbles came to oContis at a growth inflection point. The storefront had accumulated years of bespoke work: custom logic lived outside the theme editor, handover documentation was thin, and a pet recommendation quiz ran on AWS rather than alongside the rest of the Shopify stack. Subscribe-and-save depended on Recharge with limited room to shape how subscriptions appeared on the storefront. Fulfilment costs varied across England, but checkout could not allocate postcode-aware shipping reliably. As a subscription-led brand scaling into grocery and DTC at once, Scrumbles needed a partner who could consolidate that setup, migrate fragile integrations, and put day-to-day merchandising back within reach of the internal team.
The strategy
oContis treated the engagement as a platform consolidation exercise: migrate the custom app from AWS to Gadget with cleaner, scalable data models; move subscriptions from Recharge to Skio with custom widgets that match Scrumbles' subscribe-and-save UX; implement Shopify delivery functions so shipping costs reflect postcode zones across England; rebuild the theme so merchandising and design systems lived in Shopify where the team could reach them; and reconnect customer-facing tools to retention infrastructure. The pet profile quiz and feeding calculator were re-platformed as maintainable custom solutions, with quiz data flowing into Klaviyo for segment-based targeting. Underneath it all, metaobject and metafield definitions were re-evaluated so content, product data, and app logic could share a consistent architecture.
Results
Scrumbles now runs on infrastructure the team can access, iterate, and scale: Gadget-backed custom apps, Skio-powered subscriptions with bespoke storefront widgets, postcode-aware delivery functions at checkout, a merchant-friendly Shopify theme, and a restructured data layer that supports both storefront content and retention tooling. The Grocer reported company revenue of £28.3m for the year to the end of May 2026, up 68%, with triple-digit pre-tax profit growth on relatively flat overheads. Distribution reached 25% more stocking points than in May 2025, weekly sales have exceeded £1m, and DTC remains the fastest-growing channel. Shopify figures for the 52 weeks ending 1 July 2026 showed 82% of shoppers buying the new recyclable cat food pouches were new to the brand. On the Shopify storefront, quiz-driven Klaviyo segmentation lifted gross sales by 39% and total orders by 29% over six months, while returns fell 10% as customers received better-matched recommendations and clearer feeding guidance. For a technically scoped consumables brand, the outcome is a stack the internal team can run with confidence, and a foundation ready for the next phase of gut-friendly growth.
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