A subscription platform for the UK's fastest-growing cat food brand

Blink is a premium cat food brand for discerning cat owners who prioritise ingredient quality and feline health. They needed a technology partner to build a customisable subscription platform — one that could match their unique bundle configuration requirements and scale with rapid growth.

They needed a bespoke subscription platform

Blink's market research showed customers wanted configurability: bespoke bundles, easy mid-cycle changes, and flexible pricing. Off-the-shelf solutions couldn't deliver. Pixie Labs ran a structured discovery, evaluated vendors using a feature-feasibility matrix, and recommended a headless e-commerce architecture built around Elastic Path — then delivered it in 15 weeks.

We helped Blink achieve…

  1. 4.8 TrustPilot rating
    Strong customer satisfaction from launch, reflecting a platform that's intuitive and easy to personalise.

  2. Hundreds of thousands of orders
    Shipped to tens of thousands of customers, with lean warehouse operations scaling seamlessly alongside the business.

  3. UK's fastest-growing cat food brand
    The platform gave Blink the foundation to scale rapidly and confidently pursue continued sustainable growth.

Using our Vital Systems™ process to drive progress

Diagnosing the market

Combined Blink's research with vendor analysis, benchmarking competitors like Tails, Huel, and HelloFresh to identify gaps and opportunities.

Selecting the stack

Used a feature-feasibility matrix to score suitability and implementation ease, recommending Elastic Path headless e-commerce with a custom frontend and bespoke warehouse system.

Building in iterations

Delivered over 15 weeks using Agile methodology with two-week cycles, maintaining close collaboration with the Blink team and working directly with Elastic Path on novel bundle subscription challenges.

Launching and scaling

Beta-tested with a closed user group for early feedback, then launched to strong customer reception — with infrastructure ready to grow alongside the business.

The result was a fully customisable subscription platform built on headless e-commerce, with bespoke bundle management and a warehouse fulfillment system tailored to Blink's unique needs. From launch, it powered hundreds of thousands of orders, earned a 4.8 TrustPilot rating, and helped make Blink the UK's fastest-growing cat food brand.

Key Features

  1. Elastic Path headless e-commerce for flexible, configurable subscription bundles.
  2. Custom customer frontend for a smooth, brand-aligned subscription experience.
  3. Bespoke warehouse fulfillment system matched to Blink's bundle configuration needs.
  4. Product analytics to track performance and inform ongoing optimisation.

“The platform allowed rapid scaling. We're now the fastest-growing UK cat food brand, confident in continued sustainable growth.”
Damian Koblintz,
Head of Growth