MOMO Kombucha
Unfiltered
growth
A complete Shopify rebuild, flavour-first product architecture, and Utterbond to Recharge migration — built for a brand that was already growing, and a customer who needed the digital experience to match.
Overview
MOMO Kombucha makes exceptional product. What it needed was a digital experience — and a subscription infrastructure — that could keep pace with the brand.
We rebuilt their Shopify store from the ground up, restructured their entire product architecture around flavour, and migrated their subscription platform from Utterbond to Recharge.
The results, measured year-on-year (January–April 2025 vs January–April 2026), show a business that has fundamentally shifted up a gear.
+129% revenue year-on-year
+154% transactions year-on-year
+146% subscription orders year-on-year
+121% organic sessions year-on-year
+206% add-to-carts year-on-year
+290% paid social conversion rate year-on-year
+ 6.1% overall site conversion rate
Flavour-first product architecture
The old site was built around fulfilment logic, not customer logic. Shoppers arrived and were immediately asked to choose a bundle size — 6, 12, or 24 — before they could even browse by flavour. Individual flavours had no dedicated pages, no storytelling, and nothing for search engines to index.
We inverted the structure entirely. Every product — Ginger-Lemon, Elderflower, Raspberry-Hibiscus, Turmeric, and each seasonal drop — now has its own dedicated PDP. Tasting notes, producer storytelling, lifestyle imagery, and social proof all live where customers are making their decision. Case size becomes a variant selection, not the entry point to the catalogue.
The immediate effect was visible in the add-to-cart data. Year-on-year, add-to-carts grew by 206% — from 2,156 to 6,599.
A single product page covering all flavours means one title tag, one set of keywords, one shot at ranking. The new architecture gives every flavour its own indexable page and its own organic opportunity.
Organic sessions grew 121% year-on-year. Organic transactions grew 215%. Average search position improved from 14.5 pre-launch to 6.9 by early 2026 — a gain of over seven positions. Non-brand, flavour-intent searches are now surfacing MOMO where they previously couldn’t reach.
Recharge migration
We migrated every active Utterbond subscriber to Recharge on the same day the new site launched. The new platform unlocked a proper customer portal, loyalty flows, seasonal subscription switches, and a subscribe-and-save experience that’s visible and compelling from the first product page a customer lands on.
Subscription starts grew from 557 in Jan–Apr 2025 to 2,271 in Jan–Apr 2026. Subscription orders processed grew +146%. The commercial logic behind subscriptions is clear at MOMO. Active subscribers have a lifetime spend of £371. One-time buyers average £75. Subscribers spend five times more, and the average active subscriber has placed over eight orders.
Paid social and email
Paid social conversion rate grew from 1.84% to 7.17% — a 290% improvement on the same spend. Same creative strategy. Same targeting. The difference was a site that could actually convert the traffic it was receiving.
The Recharge migration also made proper Klaviyo segmentation possible for the first time — subscriber flows, seasonal launches, loyalty communications, and winbacks. In Jan–Apr 2026, the programme reached 181,112 recipients across 30 campaigns, up from 102,781 across 21 in the prior year. Total campaign revenue grew 64%.
Organic search
Branded search was already strong. What’s growing now is the non-brand footprint. Flavour-specific queries, gut health intent terms, and category discovery searches are beginning to surface MOMO where they previously couldn’t reach it.
Organic sessions grew 121% year-on-year. Organic transactions grew 215%. Average search position improved from 14.5 pre-launch to 6.9 by early 2026 — a gain of over seven positions.
The outcome
MOMO was already a strong brand. What it needed was infrastructure that matched it — a site built for discovery, a subscription platform built for retention, and a product architecture built for scale. Twelve months on from launch, every core metric has meaningfully moved.
+129% revenue year-on-year
+154% transactions year-on-year
+146% subscription orders year-on-year
+121% organic sessions year-on-year
+206% add-to-carts year-on-year
+ 6.1% overall site conversion rate
