Foods of Athenry | Baked with passion, built for digital

Authentic, award-winning, and uncompromising

Foods of Athenry is a powerhouse in the Irish free-from market. Founded 20 years ago by Siobhan Lawless on a rural Galway farm, in you guessed it, Athenry. The business was born out of necessity and built on quality. As a multi-award winning business with partnerships with major retailers like Dunnes Stores and Aldi, they are a brand with an uncompromising ethos: "Baked with passion and without compromise, or gluten!"

A successful brand not shouting loud enough

Despite their massive retail success and large product range, the brand’s digital presence was falling behind. They were, in their own words, "not shouting enough." The existing website was difficult to navigate, failed to communicate their rich origin story, and didn't work hard enough to justify their price point and convert sales. With a critical sales window looming, they faced a disconnect: their digital presence was quiet, while their brand reality was vibrant and award-winning.

Amplifying an authentic story

Piquant recognised that the solution wasn't just a new website, it was a confident new voice. Through a series of brand strategy workshops, we identified the opportunity to codify their values into a digital strategy. The opportunity lay in positioning Foods of Athenry as a brand that is committed to using quality natural ingredients for gluten-free and vegan markets while never compromising on taste or quality. So everyone, no matter their dietary needs, can savour something truly special.

A fresh identity and seamless path to purchase

We delivered a comprehensive brand transformation that prioritises omnichannel storytelling.     Introducing a new, wide colour palette and whimsical illustration style to bring a new, fresh energy to the brand, while evolving the core elements of the previous logomark allowed us to retain brand equity where it mattered. We also defined a distinct tone of voice to ensure they could communicate with confidence and clarity going forward. 

This all comes together seamlessly in the new website that we designed and developed catering to B2C and B2B audiences. 

A web platform built to sell and scale

The new website was designed and developed to serve both B2C and B2B audiences seamlessly. For consumers, a rich and browsable product catalogue leads to a dedicated e-commerce shop, with live ERP integration ensuring real-time product and stock accuracy at every step. For trade buyers, dedicated wholesale sections for retail, foodservice, and gifting partners provide a clear and confident path to stocking Foods of Athenry.

Storytelling was built into the architecture from the start. The site brings the brand's origin, values, and product range to life in a way that gives every visitor, whether they're buying a gift box or placing a wholesale order, a reason to reach for Foods of Athenry before they ever open a packet.

The result is a single digital platform that works as hard as the products it represents.

Built on values, designed for sales

By uncovering the authentic story of the business and translating it into a high-performance digital experience, Piquant helped Foods of Athenry capitalise on their past success and set the standard for their future. We turned a quiet farm bakery into a loud, proud digital flagship that matches the quality of their product.

Does your brand have a powerful story that isn't shouting loud enough? Get in touch to see how we can help you amplify your voice.