Storyblok Brings Headless CMS Tech to the Health and Wellness Space


Leading UK health and wellness brand Functional Nutrition Group is the latest name to partner with enterprise CMS Storyblok to assist in future-proofing its technology stack and support growth.

The Group’s B2C nutritional supplement brand, Supplement Hub has expanded into Europe and internationally to ensure that it remains agile and profitable in overseas markets despite the challenges presented by Brexit. Along with a new Amsterdam-based office, the expansion has been marked with a new-look digital storefront, along with UK-specific and global versions.

To achieve this and support the fast and efficient rollout of tailored, localised, omnichannel content required by the expansion, the Group is using Storyblok’s headless CMS platform – which replaces its previous legacy architecture.



On the impact of using Storyblok, Robert van Hunsel, CEO at Functional Nutrition Group comments: “Ahead of our expansion into Europe, it was imperative that we had the flexibility to deliver localised content quickly, easily and with total scalability – something we couldn’t have achieved with our previous legacy architecture.

“We were initially apprehensive about partnering with Storyblok due to previous poor experiences with both custom-built and off-the-shelf CMS solutions. However, as the project progressed we were quickly struck with just how easy-to-use and intuitive the headless CMS technology is. With only some brief guidance, our martech team has been able to deliver on our new creative vision for the B2C storefront to include new payment options and multilingual features, and are able to update and change the content at a moment’s notice.”

Dominik Angerer, co-Founder and CEO of Storyblok, said: “At a time of huge opportunity in the ecommerce sector, the role of flexible marketing is becoming increasingly important as businesses seek to respond to new requirements and trends with agility.

“Our recent work with Functional Nutrition Group is a perfect example of this. The vast capabilities afforded by our headless CMS architecture has enabled its popular consumer brand, Supplement Hub to achieve its new look storefront and deliver localised content, easily and at speed. It also places the business in good stead to evolve its digital presence with ease in line with further growth.”

This latest project comes at a time of huge growth for Austria-based Storyblok, as more businesses seek the flexibility and agility afforded by the innovative headless CMS architecture to fuel ecommerce strategy. Further recent client partnerships include Marc O’Polo and Bols, the world’s oldest distillery.

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