How Rheal Superfoods Tripled Their Subscription Rate

Rheal Superfoods makes clean superfood blends in the UK — matcha, turmeric latte, greens powder, beauty blend. Their customers are health-conscious, predominantly female, and buy on mobile. The brand had strong repeat purchase behavior, but the subscription opt-in rate had plateaued.

The store was two years old and showed it. The subscription option was a radio button below the one-time purchase option — easy to miss, easy to ignore. Bundle logic was handled by a third-party app that added 1.2 seconds of load time. The mobile PDP required scrolling past two screens of content to reach the add-to-cart button.

The Subscription Problem

Rheal's customers wanted to subscribe — the product is consumable, the replenishment cycle is predictable, and the discount was meaningful. But the store wasn't making it easy.

The subscription radio button was below the fold on mobile. The savings weren't prominently displayed. The "subscribe" option looked identical to "one-time" except for smaller text. Customers had to actively choose subscription over the default one-time purchase.

Flipping the Default

We made subscription the default selection on every PDP. One-time purchase is still available, but it's the secondary option. The savings are displayed in real currency, not percentages — "Save £4.50 every month" hits harder than "Save 15%."

The PDP was restructured for mobile-first. Sticky add-to-cart at the bottom of the screen. Subscription details expandable but not blocking. Two taps from PDP to checkout via Apple Pay.

Dynamic Bundling

Rheal's products pair naturally — matcha with beauty blend, turmeric with greens. We built inline bundle suggestions on the PDP: "Most customers add Beauty Blend (save 20% on both)." Not a separate bundle product page. Not a popup. Just a quiet suggestion at the point of decision.

Bundle adoption hit 31% in the first month. These aren't customers who came to buy a bundle — they're customers who came to buy one product and left with two.

The Results

Subscription opt-in rate tripled from 8% to 24%. Overall conversion improved 56%. The bundle suggestions drove a 22% AOV increase on top of the subscription lift. Monthly recurring revenue grew by £47K in the first 60 days.

The store launched in 38 days. Rheal's team manages it independently — four product launches since, zero dev tickets.