Hela: sauce you can almost taste online

Hela is the flavour maker behind sauces, ketchups, dressings and seasonings, for home cooks and food professionals. The range had to look as tasty online as it does on the table. And ordering had to be easy, for both of them.

We built the marketing site and the web shop as one, in WordPress and WooCommerce, in Dutch, English and French. A B2C/B2B structure gives consumers and food professionals each a shop of their own, and the web shop is set up as multi-vendor. For stock and warehouse the shop is integrated with PS in Food and Business Central, and the product information comes in through an integration too.

So every product page shows ingredients, nutritional values, allergens, packaging and specifications, and in the professional shop you can filter by allergies.

Alongside the shop you'll find recipes that show what a generous splash of Hela does for a simple meal. They are linked to the products and can be filtered by product, application, dish and dietary needs.

With structured recipe data they are easier to find in search engines and AI answers. And they make the shop more of an experience.

For the range we created product shots, animated packshots and 3D models of the bottles. Every bottle is shown sharp and recognisable, from the classic ketchup to the latest flavour.

On the homepage those bottles start to move. In the hero, a 3D bottle of Kruiden Ketchup Curry turns as you scroll, and further down, at the product range, a Honey Mustard Dressing and a ketchup do the same. They are Lottie animations that follow your scroll frame by frame: scroll back up and the bottle turns back too.