Mission Foods

Simplifying and Enhancing Mission Foods’ Digital Experience

Mission Foods, the leader in the tortilla category with a 40% market share, sought to strengthen its connection with consumers in an increasingly competitive market. Facing challenges from regional competitors offering healthier options and strong millennial appeal, Mission Foods needed a digital strategy that aligned with evolving consumer expectations.

Fragmented microsites and inconsistent branding limited SEO potential and created user confusion. AMP Agency led a full-site redesign, consolidating content, streamlining the user experience, and introducing features like product-to-recipe inspiration and a store locator, resulting in a cohesive, mobile-first platform that reinforced Mission Foods’ market leadership.

Project Type

Site Redesign, Visual Design, Product Design

Role

Senior Art Director, Lead Visual Designer, UI/UX

A Fresh Start: Revitalizing the Homepage

The redesigned homepage introduced a vibrant, engaging layout that aligned with Mission Foods’ updated brand identity. With a focus on fresh content, the homepage featured recipe inspiration, product highlights, and user-friendly navigation to enhance the consumer experience.

Simplifying Product Exploration

We streamlined the process of discovering Mission Foods products, addressing the challenges of their previous site. An intuitive structure and clear product categorization made it easier than ever for users to find what they were looking for.

From Product to Plate: Inspiring Recipes

To inspire creativity in the kitchen, we tied products to recipes, allowing users to explore dishes they could create with specific Mission Foods products. This feature added value for consumers while highlighting the versatility of the brand’s offerings.

Helping Shoppers Find Mission Products

Helping customers locate Mission Foods products was a key priority, so we introduced a “Find a Store” function. This feature allowed users to quickly discover nearby retailers carrying their favorite Mission products, simplifying the shopping experience.

Unifying the Brand Online

We eliminated the confusion of fragmented microsites by consolidating corporate content into a unified platform. This streamlined approach improved navigation, strengthened SEO performance, and presented a cohesive brand presence.

Outcome

The redesigned Mission Foods website successfully positioned the brand as a leader in the digital space while addressing consumer needs. By consolidating fragmented microsites, the new platform streamlined the user experience and strengthened brand consistency. The introduction of features like product-to-recipe pairing, a store locator, and fresh, engaging content resonated with users, resulting in a +9% sales growth and a significant 1,535% increase in website traffic. The project not only enhanced Mission Foods’ digital presence but also reinforced its connection with consumers.

Team

Kevin Connolly — UX Designer
Andrea Estrada — Project Manager

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