Gold Line Pet Foods “Build a brand” web portal

Jun 11, 2019


Compay Name: Gold Line Pet Foods
Date: Jan 2018

Gold Line Feeds have been innovators in the manufacture of animal feed for more than 80 years. They created Gold Line, a subsidiary that offered white-labelled food for dogs, more than 20 years ago. The Gold line web portal automates their white labelling processs and generate more sales.



Godl Line Feeds have been innovators in the manufacture of animal feed for more than 80 years. They created Gold Line, a subsidiary that offered white-labelled food for working dogs, more than 20 years ago. However, the packaging was basic and the ordering process needed to be modernised to increase sales and widen its trade client base.

In 2018, the company decided to expand Gold Line in to the wider pet food market and automate the white-label process. This meant they needed a website where current and new clients could log on and easily build their own brand of dog food; create new, eye-catching labels and submit orders quickly and efficiently.

Haywyre were chosen to design and build this new web portal.


The Gold Line web portal

The new Gold Line web portal had to be as easy to use as possible for clients in pet stores, garden centres, farm shops and other retail outlets who wanted to build their own brand using Dodson & Horrell’s globally-recognised dog food.

Gold Line wanted clients to be able to create attention-grabbing labels that would help them generate more sales by competing with the leading brands on the shelves. The ‘build your own brand’ application had to be linked to the Dodson & Horrell enterprise management system so that the team could receive the label designs, fulfil and despatch the order in just a few working days.

Haywyre created a responsive website that guides the user through the whole process in as little as 10 minutes.

The client can choose from a total of 25 canine diets, in a variety of grades and categories. Details are stored in the client’s secure online account making re-ordering quick and easy.

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The Outcome

The new portal saves clients’ time by streamlining the design and ordering process. It is easy to use, easy to order and offers greater flexibility.

Gold Line saw an increase in sales from both new and repeat clients as soon as the new portal went live. The process of white-label creation is now fully-automated and dovetails neatly with back-office systems making it easier for employees.

Jimmy Ireland, marketing manager for Dodson & Horrell, said:

“Haywyre are a proactive team of developers who cherish taking on innovative ideas and turning them into reality. In a short space of time they got under the skin of our industry to understand our products and how we can effectively bring them to market via e-platforms. The new trade portal has made the order process more efficient, and now allows us to easily upsell to our customers. Haywyre’s ‘can-do’ attitude is unparalleled, in my experience, and I would have no hesitation in recommending them to peers – and have done.”

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