The Brief

Connolly’s Red Mills is a world leader in animal feed. Indeed, over half of the Grade 1 champions at Cheltenham last year were propelled past the post with the Kilkenny company’s winning formulas.

Since 1908, the Connolly family in Kilkenny have been perfecting their nutritional products, and they understandably make headlines by feeding the best racehorses in the world, with 97 Grade 1 winners last year across 12 countries. However, Red Mills also provides premium agri-feed and pet food, and they called on us to further unleash their potential with a separate Red Mills Pet website.

Connolly’s goal was to migrate their pet food services from redmills.ie to a totally new website, to be launched in 13 countries. We built an entirely new eCommerce site that showcases their products with vibrant photos and a detailed breakdown of their nutritional values, and a streamlined user flows from browsing to check out.

Red Mills Pet is confident that pet-lovers will be repeat customers, so we developed a subscription model for regular deliveries and automated payments, while we also fully integrated Feefo review software for full customer feedback. We added functionality to find stockists, and guaranteed user engagement by including a blog with advice articles from Connolly’s experts. As a final doggy treat for users, we added full Instagram connection for Red Mills to promote their products and for customers to share photos of their well-fed furry friends.

Key Features

  • 01
    Totally new eCommerce website for the Red Mills brand;
  • 02
    Bespoke design and development;
  • 03
    Automated subscription model for repeat deliveries and payment;
  • 04
    Feefo review software integration;
  • 05
    Instagram integration;
  • 06
    Pet advice blog.


Create a trusted new one-stop solution for pet nutrition.

  • Migrate pet food services from redmills.ie while maintaining brand prestige;
  • Deliver a trusted and reliable site for pet owners and encourage brand loyalty;
  • Create a trusted hub for advice, feedback and community engagement.


  • Rebranding consultation with Red Mills;
  • Discovery workshop to understand the needs of pet owners;
  • User Interface (UI) design;
  • Bespoke eCommerce engine design;
  • Integration of Instagram feed and Feefo reviews to enhance user engagement;
  • Replication of site for deployment in 16 countries


A new, essential hub for pet owners, with the prestige of the Red Mills brand.

  • Quality products on a new site dedicated to pets;
  • Huge potential for brand expansion;